Two-Brain Radio With Sean Woodland: Annie Sakamoto

Two-Brain Radio With Sean Woodland: Annie Sakamoto

On today’s episode of Two-Brain Radio With Sean Woodland, Sean sits down with four-time CrossFit Games athlete Annie Sakamoto. 

Annie is one of the original CrossFit “Nasty Girls” who helped first put the methodology on the fitness map. Sakamoto has been to the CrossFit Games twice as an individual and twice as a master, and she’s also an owner and coach at CrossFit Santa Cruz Central in California. Annie talks about her involvement with the early days of CrossFit, her most memorable moments at the Games and how she has helped build CrossFit Santa Cruz Central into a successful business.

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for you and your coaches. Click here to register and sign up now!

This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

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TwoBrain Marketing Episode 10: Cody Ringle

TwoBrain Marketing Episode 10: Cody Ringle

Today we are joined by Cody of CrossFit ColdWater and CrossFit Angola. We hear about his first experiences with CrossFit and how he turned $250 dollars in ad spend into $5,500 worth of revenue. Cody was first introduced to CrossFit by his older brother in 2014. At the time, Cody was overweight and out of shape and he almost didn’t come back. When he did come back, it took only a couple of classes and he was hooked. Today Cody owns two CrossFit gyms and is committed to improving the quality of people’s lives through strength and conditioning. 

Cody purchased CrossFit Coldwater in 2015. Two years later, he was broke and so stressed that he developed Bell’s palsy. He tried mentorship with a different group, but didn’t get much from it. Then he signed up for the Two-Brain Incubator and everything changed.

Mateo:                                      00:00                       I’m Mateo from Two-Brain marketing. And on this edition of the Two-Brain marketing podcast, I’m telling you with Cody from crossfit Coldwater and crossfit Angola. You’re going to hear about the first crossfit class he ever took back in 2014 and how after just one year, one year later after taking that class, he became the owner of his own affiliates. We’ll also learn how he turned $250 in paid ad spend and he took that and turned it into $5,500 in new member revenue. So make sure you subscribe to Two-Brain radio for more marketing tips and secrets each week.

Announcer:                            00:35                       This episode is brought to you by InciteTax. Incitetax is founded by John Briggs, a crossfitter, a great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil pushing number crunchers. These guys will actually help you get towards your perfect day if you’re a member of our Growth stage, part of the mentoring program. You’re familiar with John’s videos on 1099 versus W2 contractors. See John used to work for the IRS. He’s seen the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified profit first accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michalowicz’ profit first system and John at Incitetax and his staff can help you plan backwards from profit to get to where you need to go. It’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented profit First. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you.

Mateo:                                      01:44                       Hello, welcome to the Two-Brain marketing podcast. I’m your host, Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain business and this is your weekly dose of digital marketing magic. Every week we go over arching campaign strategies, useful tips, updates to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. In today’s episode we have a special guest, Cody from fortitude, strength conditioning, which is the home of crossfit Coldwater. He’s also the owner of crossfit Angola. And you’re going to learn a little bit more about him and his experience. He’s someone who’s also tried different consulting companies and mentorship companies. So hopefully we’ll hear more about his experience there and, and what it’s been like transitioning in working with some of the systems we have at Two-Brain and also learn more about his paid advertising system, how he was able to generate some, some pretty cheap leads and, and, and some new members. So welcome.

Cody:                                         02:37                       How are you?

Mateo:                                      02:38                       I’m doing well.

Cody:                                         02:38                       Thanks for, thanks for having me on.

Mateo:                                      02:40                       No worries. So, so for those listening, tell us a little bit about who you are, where you’re from and in and you know, what’s Your Business? My name’s Cody Ringle from Coldwater, Michigan. Uh, we’re just north of Indiana, only about 13 miles up. I have another gym in Cross crossfit, Angola in Indiana, about 25 miles south. Oh, I have a really awesome partner down there who runs the day to day. Um, he’s the face of the gym named Seth. He went through the, uh, went through part of the incubator with me.. Really good guy to have in place down there. Makes that really successful. I started this whole crossfit thing about 2014 and very much like everybody else, you know?

Mateo:                                      03:25                       Yeah.

Mateo:                                      03:27                       That was right at the hockey stick.

Cody:                                         03:29                       Oh yes. Well, I started when I started, I did my first crossfit class and I remember it was something very simple. You know, it was like five rounds of some pushups, lunges, and ring rows. I didn’t make it through the entire workout. I thought I was gonna throw up. I didn’t come back for three months. Uh, when I finally did, I just, I loved it. And I, six months later started coaching in the thing at the affiliate that I was going to and started to grow a pretty good relationship with the owner there.

Cody:                                         03:59                       Um, he became one of my first mentors. And probably about six months after I started coaching, I got a call from him one night and he’s like, Hey, meet me up at Buffalo wild wings. Let’s have a beer.

Mateo:                                      04:12                       Nice.

Cody:                                         04:13                       S o we stopped. I stopped up there and had a beer with him and he just, he told me he felt like, uh, you know, God was calling him in a different direction and he was either going to sell the gym to me or he was going to close the doors.

Mateo:                                      04:24                       So was that cold water?

Cody:                                         04:26                       Yeah, that was crossfit coldwater–it used to be crossfit pursuit. So I ended up thinking about it a little bit and obviously it was something that I wanted to do. I was bit by the bug and, and I want it to be a part of this thing. So I ended up basically purchasing from him, his equipment and the members that he had at the time, which was somewhere between like only 30 and 40.

Cody:                                         04:46                       So we had like two classes a day. It wasn’t a big thing. Um, and grew, grew from there. I brought a couple of partners with me. They have since exited the business. I wouldn’t be here, you know, where we’re at right now without their, without their input and their help throughout the time. And for me, this really took off for the first two years that I did this, this coaching and ownership thing. It was very much, uh, kind of just a thing to do. And it was like, yeah, I’d love to run this full time and I’d like to eventually get there at some point in time. But I had a full time job.

Mateo:                                      05:22                       Let’s talk about that for a second. When, so when did you actually purchase the gym?

Cody:                                         05:26                       2015 January of 2015.

Mateo:                                      05:29                       Took your first crossfit workout 2014 and bought your first crossfit gym a year later. That’s pretty fast turnaround. And then so, and you had a full time job too?

Cody:                                         05:41                       Yes.

Mateo:                                      05:42                       Jumping into entrepreneurship, you know, it’s not for everyone. What kind of made you want to go in that direction?

Cody:                                         05:48                       I felt I was a, you know, I played sports in high school and I played rugby in college and I really enjoyed the competitive side of it. So very much like everybody who got involved in 2014 about that, the early teens or so, like the, the competition side was what I loved. And I slowly, I slowly kind of fell in love with the ability to change people’s lives. It’s, that’s I think a story I hear all the time from people. I started seeing people finally talking about how hey, I feel, I feel a whole lot better when I do this thing. So we fell in love with that aspect of it and I was lucky enough to have a couple of partners who could help kind of balance the load at that point in time. So it was able to be kind of a part time gig.

Cody:                                         06:28                       But when we started, you know, the goal was always to kind of make this more of a, of a standalone business and operate on its own. So my, uh, in December 18th of 2016 I lost my father. I came home on a Sunday and he was, he passed away on my couch and that was a real turning point for me. Um, that hit me really hard and it made me really realize that this thing is short and if I keep putting this off and I might never get to it. So it was just after like the Murph, five months later, I stood up on a box in the middle of the gym and I said, hey, January 19th is going to be my first day full time at the gym.

Mateo:                                      07:07                       Was it ready to take you on full time a year?

Cody:                                         07:09                       I need to just stop my job and just do it. We both, we had just secured a contract with cold water high school to manage their strength and conditioning for their entire high school for three years. Yeah. So there was some revenue coming in from that. The Gym, we were clearing $5,000 a month. We were, and that was, that was our gross. We were not in a position to support anybody full time. So, I mean, my first six months I made about 10 grand, you know, that’s what I brought home. So it was very much like a, I got to do this and I know I got to struggle for a little bit and try to build this thing up. Um, or else it was just going to be a hobby all the time. So kind of just jumped right into it. Very much like the ownership and the coaching thing, you know, That’s how most of us have gotten into where we are. We just kind of took the plunge. And it was the best decision I’ve ever made. I mean, it’s been a very stressful and, and challenging couple of years, but it’s led to a tremendous amount of growth. And I’ve had a wonderful opportunity to work with some, some different coaches throughout the years, and then some other consulting firms. And I started the incubator back in March of this year, so, or February, excuse me, finished it at the end of March. And in programs that I had been with before, it was, it was very clear that they had a template and things that they wanted you to do, um, milestones to hit. And there was no room for really adaptation for where I was at in my business. I had worked with the firm I was with before for, for two years as they made transitions.

Cody:                                         08:46                       And then I went through their foundations program, which I had the first five calls that I had with them felt almost entirely worthless because he’s like, okay, we’re going to work on your intro session today. And then he’s like, here’s what I want you to do. I was like, all right, let me tell you what our intro process looks like. And I laid it all out for him. And he goes, yeah, that’s, that’s exactly it. And I said, okay, so what do we talk about now for 40 minutes? And it was just, it just, it wasn’t where I needed to go. I’d probably outgrown that and what they had to offer. The first call in the incubator man, I got on it with uh, with Jeff Larsh or actually my first couple of calls were with Ashley Mak and my first incubator call with Jeff. I got off of it and I looked at my, my partner in Angola and I was like, this is going to be the best decision I’ve ever made. Yeah.

Mateo:                                      09:32                       And I guess what was the deal? Is it just that you were not receiving, I guess the personalized coaching that you needed for where your business was that or is it just, it was not being challenged enough for,

Cody:                                         09:45                       it was, they had kind of, it was kind of their, their Beta program for the foundation’s deal. So it was their second run at it and it was just, it was very clear that there was kind of a, you know, almost for my mentor there was like a script and bullet points to follow. There was very little adaptation. It was like, Hey, these are the things we need to get done on this call today. And that’s the scope of what we’re going to do. And every call that I’ve been on with Jeff, it was like, all right, sweet. No, that’s good. Let’s move on. Let’s work on something else. I didn’t have that before. I just don’t know if the process was refined in the way that, you know, Two-Brain has it refined. So I’ve just found a tremendous amount of value in having somebody who can look at the business that I have right now and tell me exactly where I need to go to to get out of this, this founder phase that I’ve been in for, for, for four years.

Mateo:                                      10:38                       So talk to me a little bit about that. Right. So it sounds like, you know, what motivated you to make the switch? You said you’re kind of in the founder phase, you’re kind of feel like you’ve been stuck there. What motivated you to, to, to want to get out of that and, and then how has it changed since working with, with Jeff and, and, and going through the incubator?

Cody:                                         10:57                       Yeah. One of the big motivators for me was, you know, this year, uh, tomorrow I turned 30. So

Mateo:                                      11:04                       Nice. Happy Birthday.

Cody:                                         11:06                       Thank you. It’s, I’m not a a 25 year old who can continue to be a martyr in this thing and not making any money. I’m, one of the biggest revelations that I had with Jeff was I got off one of our calls and I just, I was finally excited about how much money we were going to make. And that’s nothing, that’s not a Lens I’ve ever looked at this thing through. I mean, I started, you know, I, I, when I started coaching, it was a trade for membership deal. It was, it was, I spent years donating my time and pouring personal money into this thing just so finally I was like, okay, this can be sustainable. I had had some, um, you know, some employees on like full time before, uh, in 2018. And the deal was I was tired of missing paychecks. I would make sure that they would get paid. And then at the end of the month, there’d be, you know, nothing left. Yeah.

Mateo:                                      11:58                       You get whatever the scraps leftover over if you’re lucky.

Cody:                                         12:01                       Right. And if you don’t have a crazy expense that pops up. So I was personally tired of that and so I took my own personal, you know, it’s all your personal money when you own the business, but I took my own money and I invested in the incubator. I didn’t pull that out of the business. I did that, you know, from money that I arguably couldn’t afford at the time. But I had heard one thing earlier on in my, uh, somewhere in 2018 it says, if you can’t afford it, then that’s exactly what you need to be doing. If you feel like you can’t afford it. And that’s exactly what I did. I was like, okay, let’s go, let’s do this thing now since starting just, I really big on the process and the path to mastery, that’s kind of laid out before you, we preach that in our gyms all the time. Right. People want to get a muscle up. We’re like, hey, here’s the path to get this thing. I had never had that for my business. I’ve, I started this thing because I enjoyed coaching and I loved Christ and I wanted to help people. I had no idea what I was signing up for when I stood on that box and said, hey, I’m going to go into this thing full time. I thought I was going to coach and chill. Boy was I wrong?

Mateo:                                      13:07                       Yeah. Yeah. You think, yeah, I’m going to coach some classes. I’m going to help some people and then we’ll chill on the couch. We’ll train together.

Cody:                                         13:16                       Yup. And then it’ll all be great. I’ll bring my best friends in here and we’re just going to train all day and then we’ll coach sometimes. Yeah. That’s just not how it worked out. And then, you know, I get hit with stress like everybody else and then it really hit me over the summer of 2018 I got Bell’s palsy. Uh, I don’t know if you’re familiar with that, but it’s like a mixture of stress and inflammation and a nerve. And this side of my face paralyzed. So I was like this, I was like this for two weeks and wow, it could come back, it might not. It might take two weeks, it might take a year. And I finally sat my coaches at the time down. So Seth, who’s my partner in Angola started here full time with me as a coach. It was kind of an opportunity for us to work on building that thing and teaching him the backend stuff for the business. And I was like, look guys, something needs to change. I can’t do this anymore. And really at the beginning of this year, I told myself, I was like, I either have to like start making some money at this thing or I got to get a real job. I mean this is a real job, but when you’re making

Mateo:                                      14:16                       I, yeah, I get what you’re saying.

Mateo:                                      14:17                       When you’re making, you know, 1000 bucks a month, it’s hard to support anything like that.

Mateo:                                      14:22                       And we’ve talked to a lot of gym, like we talked to probably over 130 gym, gym owners, a a month when they’re inquiring about the service. And it’s just like everyone pretty much in the same boat, you know, when they have heard the same story a lot and it’s, you know, it’s, and that’s why we do what we do because everyone gets into it for the same reason that you just said, right. We want to just help people. Yes. We have this thing that we’re passionate about. We see it as a really effective tool for changing lives and we’re just trying to put that in the hands of as many people as possible. But it’s tough when you, yeah. When you’ve never had to build systems before to build something that’s can be a process that can be repeatable and manage people, um, which can be sometimes the hardest part. So, so, okay. So you, you reached this breaking point and then I know you started to touch on a little bit about the systems, but how have you seen things things change?

Cody:                                         15:15                       I finally have some SOPs or you know, like a lot of gym owners, I’m used to doing all the things and wearing all the hats and I’ll coach and then I’ll do the marketing and the Facebook and uh, clean the toilets and absolutely right. Put the mats away. Hundred percent spend an hour vacuuming every night, you know, and I just, I always thought that’s what you’re supposed to do. You know, you’ve got to grind and you’ve got to work 14 hours a day and if you don’t sleep at night because you’re stressed out, well that’s part of the game, man. You know, you’re supposed to suffer a little bit grind in. Yes. Right. And then you get Bell’s palsy. So, but I got, you know, I just got to the point where, okay, Two-Brain laid out a path for me to start implementing these things and building these things out. And it really helped me realize that I don’t have to do every single thing by myself. And if I document it in the right way, a lot of my, my fears with, with, with, with a lot of entrepreneurs I think especially in this space is we’re afraid that if we don’t do it, it’s not going to get done in the same way.

Mateo:                                      16:12                       Yeah. It’s not going to be the way I needed to get done. No one knows how to put these mats away so that it fits on the shelf. And like I do, no one’s going to like clean the toilet the way I know how there’s the thing in the back that needs to get fixed. You always want to coach this person of correctly, cause I did their intro and I know that they have a bum knee. Like no one’s going to be able to do it quite like me.

Cody:                                         16:30                       Yup. Yeah. That’s the, that’s the fear for sure. And I took that into every aspect and it was almost, it had got to the point where I was like, you know, I had a couple of full time coaches early on in 20 in the summer of 2018 and it got to the point where after we were done with the summer and the strength and conditioning for the high school, it was like, okay, what do we do now? Cause we went from having an 11 classes a day to five classes a day and there was a bunch of hours that needed to be filled and I had no systems built out so I had nothing. I was like, ah, you know, just do the things that I would do. Through Two-Brain I now have the ability to be like, okay, these are the things that I need you to do and this is exactly how I would like them to be done. And if it’s a, if it’s a small deviation from the exact way that I would do it, dude, it’s still 99% better than it would be if I said, hey, go do this thing for me. Yeah.

Mateo:                                      17:21                       Now your time is freed up so you can refine it so they can get closer to being the way you want it to be done. Yup. Which I think is how you level up out of that founder phase.

Cody:                                         17:31                       Yeah. And I can now focus on the higher value things like, uh, you know, I can focus on the sales process and the, and really refining the No-Sweat Intros, and we can have these bigger conversations about, okay, how do we make foundations better? One of the things that, that we did over the incubator was I used to, uh, give foundations away.

Mateo:                                      17:50                       Well, yeah, yeah. We hear that a lot.

Cody:                                         17:52                       Yeah. I got on, we talked about foundations. I was on my call with Jeff and he’s like, here’s what you’re going to do. You’re going to start charging for foundations and you’re going to charge 165.

Mateo:                                      18:01                       They start panicking because like, no one’s going to be a little floored. It no one’s going to stay.

Cody:                                         18:06                       He’s like, do you think that’s something you can do? And I was like, yeah, I think so maybe. Right. My very next no sweat intro sold a foundations and I went, holy crap, we can do this. Yep. I ran that first foundation and one thing that I can say it was, it was one of the best foundations that I have ever done because I now attached the value to the thing. Even as a coach, I’m like, they’re paying extra money. I got to bring it, man. I gotta do the best that I possibly can. Not that I wasn’t trying to do that before, but in a way, yeah,

Mateo:                                      18:37                       totally different. And especially for your, if you’re not even doing it right now, if your coaches are going to be doing now, you can compensate them for it. It’s a whole, absolutely. Whole other ball game there. Yeah. Which I think is really what you said is really, really important. Amazing. So I guess let’s, and then in your, let’s see if we can, let’s talk about that a little bit more. You’ve been talking about no sweat intros in your own words, what is it that you sell and how do you sell it?

Cody:                                         19:01                       We sell bad-ass 90 year olds, right? I want health and fitness for everybody that we work with. One of the things that I have, I get to have these conversations. I get to sell solutions to problems. I’m not selling a gym membership. This is one of the biggest things we’ve had to overcome and that’s huge. Yeah, this is one of the biggest things we’ve had to overcome just as a, we’re, we’re a relatively small town, I think there’s like 10,000 people in cold water and there’s a couple of, you know, traditional gyms selling memberships for 20-30 bucks a month, two year contracts, nobody bats an eye. We’re the highest priced crossfit affiliate in the area. So to have a conversation with people and to sit down and be like, all right, our membership, you know, our foundations is going to cost you between 165 to $265 a month.

Cody:                                         19:46                       Our memberships are $120 a month. A lot of them are like, but the gym down the road is 35 and that’s a whole lot cheaper. So I’ve had a really great opportunity to kind of inform these people on the value that we’re going to provide and the difference. And that’s I think a huge disconnect. And one of the problems with the whole fitness thing as a whole right now is the planet fitnesses of the world are selling this thing for 10 bucks a month and give them free pizza. But, and we’re, we’re over here asking for 125 for what people perceive to be a similar service and it’s not at all. So I get to like layer in the education process now through our No-sweat intros and just getting to sit down and have conversations with people. And even if they don’t buy from me on that day, we’ve got to have that higher level conversation and now they at least understand that we’re not even playing the same game as the traditional gym down the road.

Mateo:                                      20:38                       Yeah, I think it’s important that a big part of the, the, the consultation, the intro processes. Yeah. You’re doing a lot of educating for a lot of people. Yeah. And I think that’s for those who are kind of not afraid of selling, but who have not the most positive feelings about selling leave. You approach it the way you just said where you’re, you’re, you’re, you’re offering solutions.

Cody:                                         20:59                       No, it’s not, I’m not trying to sell this PT package. I’m, I’m trying to sell a solution to, you told me you have bad knees and you’ve haven’t been able to work out cause okay, well then we’re going to fix your bad knees, but it’s going to, it’s going to take this, this and this. Yes. Uh, you know, so I think, I think that’s key. And one of the things that I kind of got from one of the things I kinda got from Blake

Mateo:                                      21:18                       Who is Blake?

Cody:                                         21:20                       He’s my Marketing Mentor at Two-Brain — is we were able to have, you know, a couple of conversations over our calls and he’s like, you almost have a duty to, to sell this to these people. Because if they’re not with you, they’re going to go back to doing what they were doing before and not being successful with. And if you don’t position this in a way that, that you’re going to be able to help them, then I fail on my part and I’m losing the ability to change one life. And in a small town, that’s a lot. Even in a big town, that’s a lot. It’s a, it’s an awesome opportunity that we have as affiliate owners and we owe it to the people that we’re working with to, to up our game and be, become better at selling this thing.

Mateo:                                      21:57                       Well, and there, you know, every time they opt in or send you an email, find your website, like they’re raising their hand and they’re saying, I need help with something. Yeah. So, you know, that’s, that’s really all, that’s how I try to teach sales. Like you’re just responding. This person’s essentially a cry for help, you know that they’re asking for help and you’re offering a solution to that problem. And you mentioned Blake, so walk us through if you can, the, the work that you’ve done, the paid advertising system that you’ve been able to set up.

Cody:                                         22:27                       Yeah. So one of the coolest, I think things for me as a, as a small business owner is the education aspect. So I have now gotten to learn the systems and the processes and how to do these things well with, with, with Two-Brain marketing, you know, their guidance. It was something that had been touched on in previous, um, with previous companies that I had worked with. But theirs was very, I guess, proprietary. It was very like secret, you know, hey, we’re going to do this thing, but we’re not going to show you how, because I don’t want you to go and reproduce it. It was the exact opposite. It was total transparency with Two-Brain. It was like, hey dude, if you learn how to do this, you’re going to be successful. And if you’re successful, you’re going to tell other people about what. So it was coming from kind of more of a growth mindset then that fixed scarcity mindset, which I loved so much.

Mateo:                                      23:16                       Yeah, that’s how, that’s what I’ve said this before on his why I designed the course the way I did. Like, I don’t think this stuff should be secret. Like I think, yeah, I think everyone should know how to use the Internet to generate new business. Like I think everyone should know how to do this for themselves. You know? I think once you learn it, if you want to, you know, at some point down the line when your business is big enough handed off to someone on your staff or a third party, like you can do that, but you still have to, like you said, you need to develop mastery over this, this part of your business. I mean digital advertising and paid advertising and marketing paid or not like it’s, it’s the key to your growth, so why wouldn’t you want to be in complete control of that and know how to do it for yourself?

Cody:                                         23:57                       Right. As far as the building out the ads, I had a ton of help from, from Blake. He basically said, hey, these are the things that I’m doing that are working really well for me, and the dude was awesome enough to pretty much give it to me. He’s like, all right, here’s what we’re going to start with. And I’ve only been running ads for about two weeks now. We started our, our, our first paid, ads two weeks ago. And you know, like I said before, I had installed Facebook pixels before, but I had no idea what exactly they were, what they did or how to, how to use them. So I had a little bit of like competency from stuff that I’d worked with before, but no real understanding. And I had never done any sort of metrics like this perfect example, the only about a week into these paid advertising, these paid ads.

Cody:                                         24:41                       I was looking at the amount of leads that we were getting. I was looking at the No Sweats booked and the clients that we closed, we had something like 55 leads and had only closed about seven clients. And I sat here one day just all in my feelings and I’m like, am I really a terrible salesperson? I’ve had 30 people come through the door and I’ve had 23 of them tell me that it’s priced too high. It’s not for me. I’ll think about it. I got to talk to my spouse and I’ll be back. Right. And I just was like, man, I must really not be as good as this thing as I had originally thought I was. And I stepped away from that for a second. I put everything in my big sheet to calculate metrics and then I rewatched some of the videos and you’re like, you were talking about a close rate of 11 or 12%. You’re like, this is really good. And that’s right where I was at. And I’m like, all right, this is a lot better than I had thought it was at the time. And then I saw the total revenue and I’m like, holy crap. We’ve brought in in front end revenue. I’m a quarter of what we made last month. We brought in more front end revenue over this two weeks more than the gym made when I took over full time two years ago.

Mateo:                                      25:47                       Wow. That’s awesome.

Cody:                                         25:49                       It’s, it’s been nothing like short of a crazy success. Right? I mean, we’re paying $2.69 a lead as of Monday.

Mateo:                                      25:56                       That’s awesome, man. That’s great. Yeah, and I think, I think dealing with colder traffic too is it’s a different kind of mindset and you do have to look at it a little bit more. Yeah, exactly what you’re saying it to look at the numbers. Say, Hey, if I can get 70 or 80% of these people to that are inquiring to, to come to the book and then if I can get 70 to 80% of the people that come in and talk to me and then from there, as long as I can close, you know, half of them I’m having a really good return on my ad spend and I think that’s, that’s what’s a little bit different than organic for sure. Awesome.

Cody:                                         26:26                       That was definitely a hard thing because you know what, I’m used to people coming in who are highly motivated and they’ve experienced the know, talked with people before and they’re like, yeah, I’m ready. I’m ready. When do we start? Let’s go. And it was just a much different experience than when it was a great learning process for me.

Mateo:                                      26:40                       Yeah. But in those, in those scenarios, right. Half the selling’s already been done for, you. They have talked to a friend or they’ve researched crossfit on their own or they’ve watched videos from HQ or the journal like that’s, that’s half the selling already happening for you. So yeah, it’s just a different, it’s just a different mindset, a different approach. And what I like to tell people is like this paid advertising route should be just one part of everything else that you’re doing, right? Yeah. And you should continue to be doing your, your outreach and your, your events. You should continue to outreach directly to, to to members and ask them for hey is or your husband or someone who might be interested in this as well. Like you should continue to do everything else that you’re doing advertising. Just one other piece to bolster your business and your growth. Having the coldleads is something that has helped me kind of refine my toolbox and get better at this.

Cody:                                         27:28                       Just having conversations with people about what we’re offering because it’s, I mean, we went to a 30 minute No-Sweat intro, and before we did an hour long, it included a workout. We went to that 30 minute, no sweat. So you’re really just just sitting down and learning about people and just shutting up and listening to them, uh, for 20 minutes. And then you get an opportunity to be like, awesome. I think that you know what you’re going through, we can really help with here’s what we have to offer and here’s the value that we’re going to provide. And this is why we’re different than anybody else in this space right now. And based on what you told me this is, this is the path you. Yeah. So the cold traffic has really helped me refine the message and I, I, I appreciate it. It’s helped me sharpen my iron and develop and I love that part of it.

Mateo:                                      28:10                       Awesome, man. Well, I think we’ve touched on this pretty much throughout this whole conversation, but I mean it sounds like you’re doing great. It sounds like you’ve been able to, to really level up out of that founder phase and you’re seeing some awesome growth so far and it sounds like you can continue to do that. You’ve put your, your partner at Angola through some of the process. Sounds like his business is changing to what, you know, what do you think has been the key to your success so far?

Cody:                                         28:34                       Probably as a business, as a whole. Caring about people just trying to come from the position that we can help where everybody talks about it in CrossFit. The community is what a is what people people stand for is what they come back for. Everybody, you know, you start from the workout and you stay for the people we have over the last couple of years, you know, gone through some, some tough stuff in, in coldwater with, you know, coaches leaving and uh, ownership, uh, departing.

Cody:                                         29:04                       And it has really allowed me to, to sit back and step back from this thing and say that, okay, you know, the community here is unlike anything that I’ve ever experienced or especially in it in a gym, you know, I mean, I played college sports in high school sports and I, we got some really good friends. The best relationships that I’ve developed have come from this thing, this thing called crossfit. Um, for us as kind of a, a beacon of, of fitness in the community. We’re all in this journey together, right? We’re all headed towards this thing called fitness. Why not act like it? The worst thing that, that in my opinion with, with the fitness space as a whole is walking in somewhere, having people with their headphones in and their eyes down and the only conversations that you have is, hey, you done using that?

Cody:                                         29:50                       That sucks. Yeah. And we can do better. And I think that like people are starting to see that. So the, the, the shift and the change. In the community. And you know, the, the broader fitness landscape as a whole for us as a, as a business, small town, you know, word of mouth. If you’re doing things right and you’re treating people right, you, you’re going to be more successful. Now we are able to do that now better than ever before because of what I’ve gone through in the incubator and being able to, to have these processes in place and to make sure that when Steve and Ian Coach classes, it’s going to be to the same caliber that I would go to the class and we’re offering the best possible service and, and foundations is as good as it can be. And you know, I always want people to feel like they’re underpaying for our service.

Cody:                                         30:37                       Like they’re getting a tremendous value for, for what we ask for a membership. I can’t do all that by myself. The incubator has really helped me realize how to position myself to have a broader reach. Those systems and processes saved me and my business from the brink of a, of a collapse man without the incubator. And I was at my wits end with the service that I was working with before. I just felt kind of empty and I didn’t have that. I was ready to take the next step and nobody to tell me how I got that and more than I could ever, you know, repay from, from Two-Brain. So I’ve signed, I know I had my first growth call last month and, uh, I’m gonna do this thing until, you know, hopefully I retire one day.

Mateo:                                      31:25                       That’s awesome man. That’s great. I mean, I, let’s end on that note because I think that that was awesome. He just said, if people want to learn more about, uh, you know, what you got going on in, in Coldwater, Michigan, and your two gyms, where, where can they find you? How can they talk to you?

Speaker 4:                               31:40                       Yeah, so we’ve got ForTimedesign working on our new a website, so that’s going to be pretty dope. We’re on Facebook, it’s Fortitude strength and conditioning or crossfitAngola, and, Instagram. It’s the @crossfitAngola and @crossfitcoldwater. Um, my personal handle is Cody Ringle, they’re more than welcome to reach out and chat with me. I really enjoy talking to other gym owners and just hearing about the things that they’re doing well because I’m under no illusion that I’ve got this thing figured out. Uh, if it wasn’t for the people that I’ve been lucky enough to have, you know, in my life through different mentoring roles and, and things like Two-Brain, I would still have my head in the sand.

Mateo:                                      32:20                       So. Totally. Do you do any work with, uh, are you, I know you had the youth program, you, you guys, you only work with other youth athletics or I don’t know if you do any virtual coaching.

Cody:                                         32:30                       People want to, yeah, we don’t, I haven’t really expanded into remote coaching. I think that there’s, there’s a tremendous value in it. Don’t get me wrong, but I do much better one on one with a, with a person or in a group. Um, it’s just, I’m a better coach that way. Um, yeah, we do everything from, we worked from kids, you know, we’ve got a summer camp that has the third all the way down to third grade who come in and we’re just teaching them to have fun with fitness. So we work from the, we work with the eight year old to the 98 year old.

Mateo:                                      33:00                       Awesome. All right man. Well thanks for hopping on and I’m looking forward to seeing what the rest of the 2019 holds for you.

Cody:                                         33:06                       Yeah, thanks for sure.

Chris:                                         33:08                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brain summit. Every year we have two separate speaking tracks–one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive, owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community in more point here is to do the right thing that will help gym owners create better businesses that will last them for the longterm, get them to tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the to bring community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the two brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Speaker 5:                               34:35                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a like to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.




This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

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TwoBrain Marketing Episode 9: Kevin Rundlett

TwoBrain Marketing Episode 9: Kevin Rundlett

 Two Brain Marketing Episode 9: Kevin Rundlett of CrossFit Chi-Rho


Today we are joined by Kevin Rundlett of CrossFit Chi Rho in Jackson Mississippi. In addition to running his CrossFit gym, Kevin works full time as a lawyer and is even the city prosecutor! Growing up lifting weights and training since he was 15, Kevin fell in love with CrossFit and after learning that the gym they attended was being sold, they jumped right in to keep it going. In August of 2017, Kevin and his wife purchased the gym and have been running it ever since! Join us as we learn how Kevin manages his gym, law practice and how Two-Brain has helped with both!


Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!





2:20 – Introduction to Kevin 

6:14 – Advice for others who are considered purchasing their gym

12:30 – What it takes to break even and profit as a gym owner

13:30 – Staffing a gym that was recently purchased 

15:03 – The importance of finding a good general manager

18:27 – The key to success when first starting a new gym

21:16 – How to contact Kevin

Announcer:                            00:02                       Welcome everyone to Two-Brain Radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to well,

Chris:                                         00:26                       this episode is brought to you by healthy steps nutrition. I first met Nicole over a year ago when one of my favorite crossfit affiliates introduced me to her because Nicole was helping them. Sam Brumenschenkel at crossfit port orange started a nutrition program in her box and that conversation turned into something larger a year later and Nicole has a fantastic bolt on nutrition program that you can add to your box anywhere in the world. So if you’re thinking, I need to start presenting better nutrition information to my clients or I need a new revenue stream, or I want to know more about nutrition, but I don’t know where to get started, healthy steps has that. What they’re going to do is put you or one of your coaches even better through a course, get them qualified to start teaching nutrition. Then they’re going to add you to a private Facebook group.

Chris:                                         01:14                       They’re going to give you a roll out so that you can do a nutrition challenge at your gym, which more than pays for the cost of enrolling them in the course and then provide an ongoing mentorship program for your nutrition program so you can continue to run things for your clients like in nutrition accountability plan every month like we do at catalyst. Nicole is a fantastic person and after launching healthy steps nutrition online, she actually opened up her own box. She’s working with some massive clients including some big big school boards across the country now and she’s in a great position to actually change people’s lives. With nutrition. You can be a conduit for that. Your clients need nutrition advice and counseling. Healthy steps is the best possible solution to this. It’s bolt on. You can take a coach who’s passionate about nutrition and give them the help they need to start a program overseen by a registered dietician, Nicole Marchand, Healthy Steps Nutrition is a proud sponsor of Two-Brain and I am so glad to have them. Nicole will be speaking at our summit in Chicago, June 7 and 8 this year. You do not want to miss her.

Mateo:                                      02:20                       Hello and welcome to the two main marketing podcast. I’m your host, Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain business. Thanks for tuning in. This is your weekly dose of Digital Marketing Magic. Every week we go over marketing campaign strategies, useful tips and updates to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. And today’s episode is special guest Kevin from crossfit Chi-Roh and we’re going to learn about his experience and how he’s managed to juggle and balance his fulltime law practice and his gym. So, uh, Kevin, thanks for, thanks for joining us. And, uh, tell us, tell the people who are tuning in, you know, tell us a little about you, where you’re from, and and your business.

Kevin:                                        03:09                       Sure. Well, I’m married. My wife, Vicky and I are both attorneys. We have three children and five and we live in Clinton, Mississippi, which is about 12 miles west of our capital city of Jackson. Uh, the town is a population of about 35,000. Um, yeah, so we’d been practicing law for since 2001, so 17, 18 years. I’ve had my own law practice the entire time and uh, my wife has been in litigation prior to what she’s doing now. Currently she’s in administration for our church, which gives her some flexibility to, to manage the kids. And uh, so she’s got a full time job and I have a fulltime job. I am also the city prosecutor for the city.

Mateo:                                      04:05                       Oh, I didn’t know that.

Kevin:                                        04:07                       Yeah. So, so I, I wear several hats and it’s, it’s um, it keeps us very, very busy, especially with taking on, on the gym, which, you know, when we started out, all we had to do was purchase it and it was going to run itself. Right,

Mateo:                                      04:23                       right.

Kevin:                                        04:34                       That’s all we needed. Well, what happened there? We’d been members of our, our gym. It was in existence prior to us purchasing. We were members for about seven or eight years. We totally bought into the crossfit methodology. We loved it. We loved the community. And the prior owner felt led to go another direction and was ready to get out of it. So the gym was declining because he was, he was doing other things and he’s a good friend and, and did a great thing and starting the gym. But he was ready to get out and wait, said, well, hey, we love it. Let’s, uh, let’s, let’s make sure we keep it going so we have a place to continue what we love. And in August of 2017 we, we purchased it.

Mateo:                                      05:28                       Never been cheaper.

Kevin:                                        05:37                       But I’ll tell you what, the things that I’ve learned are invaluable. And if this had not happened, my wife and I would not have found Two-Brain, and the lessons that we’ve learned have not just helped us with the gym. They’ve also greatly helped us with our, our other businesses, my law practice, and my wife’s management of time. Um, so yeah, so it’s, it’s been a blessing even though life is very busy right now.

Mateo:                                      06:11                       That’s awesome. That’s amazing. Especially now as crossfit has been around the u s at least for a good while. Now, some of the people who opened gyms were the, were the pioneers there you see a lot of people selling their gyms. And so there are a lot of people who are trying to get in the game and buying and purchasing gyms like you did. So do you have any advice for someone who is thinking about purchasing an existing, uh, you know, fitness business?

Kevin:                                        06:45                       I know there’s other podcasts where you talk to people about the proper process of purchasing a gym and we did not do that, which is okay because we basically bought the equipment. So it wasn’t a huge investment. Did we know what we were getting into? Absolutely not. Uh, we thought, well, you know, we’re attorneys, we’ve been running our own practices, we can handle this. No problem. And I’m going to jump back and kind of walk you through how, how that went. When we purchased it in August of 17, it was not an affiliated crossfit affiliated gym. Um, the, the membership had gone from a high of probably 200 members. We’ve got a big space, 7- 7,500 square feet, little bit more good population in town, you know, lots of people to draw through. So it had gone from 200 or so folks at at the highest point to when we purchased it, probably 60 members and we took over and started getting things in line.

Kevin:                                        07:42                       I scrambled to get my L1– scrambled, to find the name that we wanted for the gym, get affiliated with Crossfit, got all that done. And in that time, uh, started to see the problems that we were having. Mainly the income of the gym was not covering the expense. Right. So I happened to be, I was listening to podcasts and I happened to be on a crossfit, podcasts, profiting podcasts, uh, that Chris Cooper was on. And he started talking about Two-Brain and I said, okay, I’m going to call. So this is, this is what we need. We were led to talk to him, I feel like so, so I called him and talked to Chris and he felt like we could use his help and understood what we were going through and hooked me up with Jeff Smith. So I started there my wife and I started the incubator in January of 2018 so we had about four months with no guidance and started the incubator, then went through that from January to April of 2018 so it took us about four months to get through that and keep in mind that the process has been slower for us because we have so many other hats and things we’re trying to balance.

Kevin:                                        08:57                       But that’s, that’s okay. We got through that initial period, the, the, you know, got the systems in place, started to get them in place where they, are they perfect. No, and that’s, that’s the problem that I had is I felt like, you know, these systems have got to be perfect and I would spend lots and lots of time, you know, we got to do this, this, this is this, right? Always questioning. But Jeff got me through that. You just have to get something in place and we can modify those as, as we grow. So we got the systems in place and got on the, um, got, got with Two-Brain growth after that. And I’ve been with them ever since. Um, worked with Jeff for for several more months, still getting the systems to where they needed to be. You know, we didn’t even have an onramp program.

Kevin:                                        09:44                       We didn’t, we didn’t have any kind of sales process. It was all just, you know, we’re going to get this. People are just going to come in the door and, and you know, as well as I do that it doesn’t work that way anymore. And through the process of implementing all of these systems, we lost members. You know, these are, these were old original members that started with me. So I don’t, I don’t know if they just had a problem paying someone that was by their side working out for so long or they didn’t like the change. We know no one, no one likes change. We understand that. Uh, so we, we lost almost all, you know, we may have a handful of those original guys and girls that were with us. So, you know, our, our ultimate goal here is to get the business running on its own right where we can step away and we can, we can be in that tinker phase and we can come in and just work out if we want to or just through the marketing or whatever it is.

Kevin:                                        10:41                       So we’re, that’s, that’s what we’re working towards. So we were at the point once we get the systems in where we needed to grow and enter Mateo and Blake and so I called you guys, uh, it was October, I think when we got started on this maybe, maybe just before September, October of 2018 and I signed up for the marketing incubator and understand, you know, I’m, I’m getting a little older, I’m not as tech savvy as you guys, so y’all, y’all, I went through the process and we did exactly what you said. We really didn’t deviate much at all and it wasn’t perfect. You know, we went through and we, we got the, the marketing videos and the landing pages and uh, you guys guided us through that. So, so it gave me some insight as to how it works. Can I get on there and do that right now on my own?

Kevin:                                        11:38                       No. And I’m sure there’s a lot of people like that out there and that’s okay. But you helped me through it. We got the system in place and started the Facebook advertising with the six week challenges and basically that’s, that’s what we’re doing. We haven’t changed it much. We change the pictures. We, we tweaked the language just a little bit. And so, you know, I listened to one of your podcast yesterday and I can’t remember the guy’s name, but you know, they made $200,000 and you know, I’m not, we’re not there, but we’ve invested $3,000 in advertising since we started and the front end revenue on that, it’s about $20,000.

Mateo:                                      12:19                       Wow.

Kevin:                                        12:20                       I don’t care who you are or how much, you know, that’s really good. Return on investment.

Mateo:                                      12:26                       Yeah, I think pretty spectacular.

Kevin:                                        12:46                       It doesn’t count the members that stick around

Mateo:                                      12:48                       exactly.

Kevin:                                        12:50                       And then they pay those monthly memberships. And you know, our, when we started and we took over the gym, membership rates were $50 a month, $70. You know, they were across the board, there were discounts everywhere. And um, now I, you know, I don’t have an exact number of what our average revenue per member is. I just don’t have time to, I know what’s going on, but I, you know, I need to focus on that and I think it’s important, but I just don’t have the time to really micromanage that yet. But I know what people are spending and it’s well over $150 probably average per member now. So much, much better than it was

Mateo:                                      13:35                       when you first purchased the gym, you know, was there a staff in place or did you cover a lot of classes?

Kevin:                                        13:42                       Yeah, well I didn’t have to cover a lot of classes. We had some staff in place, mainly just coaches. There was no general manager, there was no head coach, nothing like that. So our coaches have, have changed immensely. The way we train our coaches has changed immensely. We have a head coach now that manages the coaches and he does a great job. We recently, I went through the process of training someone to handle the lead nurturing process, the sales process, and he was also a personal trainer and was doing just great. And so I was, I was getting to that point of, I was seeing through the trees, that tinker area up, up, up top, right. And he left, he moved to another state unfortunately. So no, no bad blood there. But what that did was slide me back into that sales role. So the, the good part of that is I’ll learn how to train someone to do it and I can do it again. I just have to find the right person for that slot.

Mateo:                                      14:50                       Amazing so he moved states, which is fine, but now you kind of have a little bit of an SOP, standard operating procedure for that next person that comes your way. You can train them up and get them up and running pretty efficiently. So it sounds like you were fortunate enough that you didn’t really have to, you know, so a lot of people when they buy gyms, they have to coach all the classes, wear all the hats and then level all the way up. You are able to keep kind of the existing infrastructure in place it sounds like, and then develop the team that you had and, and then put that managerial level in between you eventually. So how are you able to do that? A lot of people struggle with that. What were the conversations that were had with the existing staff or the hey, change of direction. This is what we’re going to do now. How did you find that person to be that manager, uh, in between you and the, and the coaches? You know, tell us a little bit about that if you can.

Kevin:                                        15:44                       We’re not quite there yet. Once we started to get the systems, we have coaches meetings every two weeks and I was constantly talking to them about what we’re doing and, and, and they all bought in. But it was also an opportunity for me to explain the level of service that I want from my coaches. And some of them just weren’t there and that didn’t work out. So they ended up leaving. And we’re blessed with, with people that would come in at the right time and say, Hey, I’m looking to coach. And we move them into the spot. And as, as we’ve gone through the process, knowing our people and observing our people to see who’s in the right spot, we were able to get a head coach in place. Now what I’m working towards is getting the general manager in place. We’re still in that growth phase where we’ve got to get our revenue up to a certain point where I can afford to pay that general manager to, to handle a lot of the stuff that I’m doing.

Kevin:                                        16:48                       And, and I want to jump back a little bit because you, you asked me earlier, you know, how can I manage a law practice and do this well for the first year of my law practice stuff? Uh, I haven’t been doing the marketing for that. I wasn’t able to, you know, it’s maintaining, but I really focused on this and that was probably a mistake and something that Jeff and I, and I’m working with Brian Strump now, who’s awesome to, you know, both of them said, look, you’ve got to manage your time better and block time. So I’ve gotten better. I’m not perfect, but spend some time every day working on the law practice and don’t get distracted by everything coming in from the gym. So that’s, that’s kind of where we are. We’re not, we’re not there yet. We’re, we’re getting there. And slowly but surely. And, and I attribute that to you guys and, and, and Brian and Jeff, I probably know what to do. I understand what I’ve got to do. But taking the action and discussing it with someone else and having them say, hey, just do first, really, really helps.

Mateo:                                      17:51                       Yeah, no, that’s great. And obviously you’re not at the tinker stage yet. You’re not totally removed yet, but just even even be able to keep, keep your hands out of the machine completely, you know, or preventing yourself from tinkering constantly. I think it was, it’s really impressive, right? Especially when you’re taking over a new business, you know, allowing, cause that’s what I would’ve done if I were to, if I were to them what you did, I would have been coaching all the classes. I would have been like not trusting anyone to do it the way I wanted to do it. So I just think that that part in it of itself pretty impressive. And so you’re still working through the process. You’re still growing, you’re still leveling up and learning to manage your time and grow both your businesses at the same time. But I think it sounds like you’ve had a lot of success and you just, the fact that you’ve been able to take a gym that was charging $50 a month per membership too, you know, well over 150, uh, that you’ve, you’ve created new positions for people head coaching position, and you’re looking for a manager position now you’re still growing.

Mateo:                                      18:54                       I think you’ve seen a lot of success and growth so far. And you touched on it a little bit just now, but what do you think has been the key to your success so far? It sounds like you were talking about the, the guidance and the mentorship, but yeah. And in your own words, what do you think’s been the been the key to your success?

Kevin:                                        19:13                       The mentorship. And I’ve always been that way. Even when my law practice, I found that an older attorney and worked with him and went to him with any questions I had. So I’ve always kind of been in that mindset. And so it was a natural progression to do that with the gym as well. But let me tell you this, what I’ve learned through this process, because they don’t teach you how to be a business person in law school. You know? I suspect it’s the same for other professions as well.

Mateo:                                      19:45                       No,

Kevin:                                        19:45                       they don’t. So what I’ve learned through Two-Brain for the gym, I’m also transitioning into the law firm. The Facebook marketing is different for the clients that I have in the law practice and probably for other people that other businesses too. If it’s a service based industry that’s similar to this, great. I hope it works because there’s nothing better for marketing, for the gym, for the law. Practice is a little different and we’re still working through that. But what, what I’ve learned and what seems to be working right now is, is affinity marketing with other lawyers. So because of what I’ve learned through Y’all I’m sending out was I love letters to all my attorney associates that I know out there and telling them what I do and trying to help them with their law practice first and then saying, hey, this is what I do.

Kevin:                                        20:33                       If you need some help with it, let me know. And I’m starting to get referrals from them. So you know, it’s, it’s, it’s helped with the, the law business. If, you know, me doing roles and tasks there and working through the incubator stuff kind of on my own with that, just like it’s helped with the gym. So you know, the, the people that have other businesses and other practices that they’re trying to do at the same time as, as the gym yet. I think it’s important that you, your mirror, what you’re doing, quit the gym cause it’s, it’s really best practices. Right.

Mateo:                                      21:03                       That’s awesome. That’s great man. I think he, I don’t think I could have said it better myself. I think. Yeah, having a staff handbook, you know, it applies to any business, you know, having roles and tasks, any business. Well Great Kevin, thanks for hopping on today. People want to talk to you and where can they find you?

Kevin:                                        21:22                       Well our website is, is that’s C H I r h o. And you know my cell phone. I’m glad to give it out. I give it out to everybody. 601 750 0070

Mateo:                                      21:36                       wow. You’re braver than I am

Kevin:                                        21:38                       . I don’t, I man, I don’t, I don’t hide it. I give it to all my clients. Anybody that needs it just, just call me there and hey, I want to say my wife is a big part of this and you know, there’s, there’s certain struggles there when you’re trying to differentiate your roles, but you know, she’s our joy person right now. She sends out the welcome gifts, she sends out the written cards and does a great job with that. And she also manages all of our new memberships and payments. So know we were really worked together on this. We wouldn’t be, I wouldn’t have been able to get through, but what I do if she wasn’t doing what she does and the same vice versa,

Mateo:                                      22:15                       we’ll have to have a separate episode how to run a business with your spouse. It’s own handbook. Right, right. Awesome. Well thank you man. And uh, yeah, looking forward to seeing what the rest of 2019 holds for you.

Kevin:                                        22:32                       Yeah. I’ll be calling you soon about the marketing stuff.

Mateo:                                      22:34                       Oh, awesome.

Speaker 5:                               22:37                       Hey everyone. Chris Cooper here on really thrilled to see you this year in June in Chicago at the 2019 Two-Brain summit. Every year we have two separate speaking tracks — one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community and more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.

Speaker 5:                               23:28                       Get them to tinker phase, help them be more successful, create meaningful careers of their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the Two-Brain summit and the reason that we do that is because a big part of the benefit is getting the to bring community and and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Speaker 6:                               24:05                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a like to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.



This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

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TwoBrain Marketing Episode 8: Jenn Markwardt

TwoBrain Marketing Episode 8: Jenn Markwardt

 Two Brain Marketing Episode 8: Jenn Markwardt


Today we are joined by Jenn Markwardt from CrossFit Sandpoint, in Sandpoint Idaho. Jenn started the incubator with over 100 clients already, but she and husband Kenny weren’t making enough money. They were doing all the work, and Jenn was working outside the business.

Today, Jenn and Kenny both work at CrossFit Sandpoint full time. They’ve expanded, bought out two partners, and have dialed their systems enough to open a second location. Here’s how they did it, how they get new leads, and their sales process for new clients.

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!





2:20 – Introduction to Jenn Markwardt

6:23 – Working a fulltime job while starting a gym

10:07 – What was the impetus for looking into Two Brain and starting the Incubator

12:02 – What to do when you want more out of your business?

15:07 – What is it that CrossFit Sandpoint Sells and how do you sell a new client

18:15 – The sales process and sales funnels at CrossFit Sandpoint

24:52 – The key to success in owning a gym: playing the long game


Greg:                                          00:02                       Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Announcer:                            00:26                       Everybody hates their insurance company until they need their insurance company. My insurance recommendation is Vaughn Vernon of affiliate guard. Before I get into this story, I want to make it clear here that I don’t get any kickback for recommending Vaughn, but I’ve done it so many times. Whenever anybody online asks the question about insurance companies, I always say affiliate guard. Here’s why. Years ago when we affiliated with crossfit, my insurance company dumped me citing, quote unquote tractor pulls that we were going to be doing, whatever the hell that is. I’ve never pulled a tractor in my life. Um, I’ve driven lots of tractors and I can tell you, I don’t think I could pull one if I wanted it to. But that’s besides the point. At that time, the person who swooped in and saved crossfit gyms in Canada was Joanne Legal. And if you’re in Canada, I recommend talking to her period.

Announcer:                            01:16                       You don’t have to talk to her first. You don’t have to talk to her last. Just talk to her period. If you’re in the states though, I recommend affiliate guard because the program that I get through Joanne and Canada is really, really awesome and all inclusive. Joanne’s personality though is what keeps me with their company in the states. Affiliate guard is run by Vaughn Vernon, a massive personality, a crossfitter, a Jujitsu guy. He drives dirt bikes, he has good looking kids, all that stuff and his policy is the best. It’s really, really tough to tell when you’re reading your policy if the benefits are the same as someone else’s because they obscure stuff on purpose. It’s just like taxes. However, when I’m looking at my policy, I ask myself, will that guy get up in the middle of the night and help me out and this weekend was a great example of Vaughn’s personality.

Announcer:                            02:08                       One of my friends and clients down in Florida had their garage door smashed open, by a Mustang that was doing donuts in the parking lot and they texted me at 6:00 AM on a Sunday and I wanted to help so I texted Vaughn, he’s two hours behind me and he responded right away. Your insurance company is not going to do that. As I said at the start of this, everybody hates their insurance company until they need insurance and when you do need insurance, you want them to answer the damn phone on a Sunday morning and you want to talk to the head man and you just want to know everything’s going to be okay with affiliate guard. It is.

Mateo:                                      02:43                       Hello and welcome to the Two-Brain marketing podcast. I’m your host Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain business. Thank you for joining us and this is going to be your weekly dose of digital marketing magic where every week we’re going to go over marketing campaign strategies, useful tips, updates, keep in the loop and we’ll go over stories from some of our current clients. So you can hopefully learn from them and their experience in navigating the ever changing landscape of advertising on the Internet for Your Business. And in today’s episode we have very special guests, Jen from crossfit Sandpoint and we’re going to learn about her and her business and how she was able to really utilize some of the strategies we, we teach in the course to generate over $7,000 in front end revenue from just a little over 400 bucks in advertising spend. So hello, welcome. Thanks for jumping on. So first question for you, who are you, where you’re from, what’s your business and tell us a little bit about it.

Jen:                                             03:49                       My name is Jen and we opened the gym about seven years ago. Moved here from California. We live in northern Idaho. So almost to Canada.

Mateo:                                      04:02                       I think it’s a pretty big difference.

Jen:                                             04:04                       Uh, yeah, it was a huge difference. We went to school in southern California and then really wanted to start a gym. And doing that in Santa Barbara was just incredibly cost prohibitive. And so we’ve been coming up to northern Idaho for summers and skiing and decided that we wanted to make it our home and seven years later we never left. We love it here and we’ve got a pretty successful business. So I run, my husband runs the programming, the operations, that side of it, and I do the marketing and business development because that’s what my background is.

Mateo:                                      04:38                       That’s awesome. Yeah. What was it? What was it like starting up the gym? It kind of sounds like you upgraded your life and moved to, I mean you had some familiarity with the area since you’ve been going there for vacations and whatnot, but you know, what was that? What was that process like?

Jen:                                             04:54                       It was crazy. We actually didn’t even think we were going to stay in this town. We just hung out at the lake. We’ll just take some time off and then we’ll figure out what our plan is going to be. We’re here. The more we just felt like this is where it’d be drawn to stay. There wasn’t a crossfit gym in town, you know, it’s a tiny town. It’s growing. But when we moved here, there were 7,000 people. So we started looking into, is there another crossfit gym? There wasn’t, but there were these two guys that had like a tiny garage space and it was basically like you press in a key code. They had some, you know, they had a small rigs and some bars, some weights and barbells. And so they were from the community and we said, hey, we’re going to start a crossfit gym and like, what’re you guys like?

Jen:                                             05:39                       We’re going to start a legit gym with coaches and all of those things. Like would you guys be interested in partnering with us? And they said yes. And you know, partnership is tricky and difficult and all those things. But um, it was great because they knew the community and the connections. And so that really helped us get our foot in the door, started a tiny little space and then we moved to a bigger space. And then that was next door. And then we took over the small space again. And, and then three years later I ended up buying them out. And now just on the business, the two of us. So

Mateo:                                      06:09                       Oh, so you moved in next door to them.

Jen:                                             06:12                       So we moved in with them. So we all started the business together and then there was an open space next door that was larger. So as we grew we took that over and moved out of the small space and then like three months later took the small space over it again.

Mateo:                                      06:25                       Wow. That’s awesome. What was it like in those early days trying to run the run the ops yourselves and trying to grow and trying to also live?

Jen:                                             06:36                       It was crazy because, so I obviously we couldn’t both with having two partners also, like it wasn’t going to be possible. So I had a full time corporate job, while Kenny was running the gym. And in those early days he did everything. I mean he was the janitor. She coached 30 classes a week. We did no personal training, no nutrition, nothing. There was nothing extra. It was just him coaching and you know, I would help, I would pop in and help as I could and the nights and the weekends and things like that. I mean we painted every wall in this place. We hung every rig, we put every piece of flooring in, you know all those, all those things. That’s the true blood, sweat and tears. Right. I mean that’s how you build something. Literally six months after we started the gym I got pregnant. So we were also raising our newborn son during all of this too, which is an adventure. But look back on that and see how far we’ve come now.

Mateo:                                      07:37                       cause there are a lot of people who are thinking about opening a business or buying out an existing business. It sounds like you kind of did a hybrid where you, you partnered up with an existing business and then, but also kind of bought them out down the line. So do you have any advice for people who are considering taking on a financial partner or maybe they’re the, they’re the money behind it and they want to take on an operating partner. You have any advice for people who are thinking about doing something like that when starting their business or or maybe even halfway through their businesses lifecycle?

Jen:                                             08:11                       First call us cause we can tell you all the things we did wrong. I don’t think we really didn’t have super clear roles and tasks. So what that meant is that they were making money and Kenny was, we were also making money but we were also doing all the work and things that got tricky where like they wanted him to clock in and out for vacation time and like all these things that you would like going in with good faith in you’re thinking that everybody has each other’s best interests at heart and who really wants to think through like what your day to day is going to look like, what everybody’s piece of that puzzle is going to be. You know, all the things that we do in Two-Brain from like a regular business perspective, you know, apply that to your partnership as well. And I would actually say if you don’t have to take money, don’t like, if you can do it on your own, do it on your own. Takes longer. That’s okay. You know, we ended up spending a lot of money to buy them out, which now it’s totally worth it. We have freedom to run our business, but if we were to look back. I would have probably said we could have probably done it on our own. It would have saved ourselves a lot of hassle and a lot of,

Mateo:                                      09:24                       yeah, I think that those are all great points. I think you take on a partner when you think it’s going to buy you a little bit of speed a little bit faster. But yeah, you definitely have to do the math because you know if you’re going to end up spending that money down the line anyway.

Jen:                                             09:40                       And I will say we had a particularly difficult partner, you know, so know who you’re getting into bed with and I, this sounds so pessimistic, but expect the worst and create a plan based on the worst. And if it goes better than that, then you’re prepared.

Mateo:                                      09:55                       I think that’s good advice. Okay, awesome. So it sounds like Kenny was, was grinding, you had your hands full with your full time job in the newborn. So what was the impetus for looking into Two-Brain and Chris and signing up with the incubator?

Jen:                                             10:19                       Right. We had 150 members. You know, we weren’t making enough money to run the gym, support a full time income and you know, put money away and do all those things. And I think Kenny started to feel like, well this is great but I don’t want to build myself a job. I want to build a company. Right. And so he looked into a couple of different, business mentorship program then settled on Two-Brain with, he actually started the incubator process before I came on board in any real capacity. So Dani was our mentor, she was fantastic. And he actually went through the incubator and then we took a couple months off before we started the growth stage. Cause it’s a lot like he, we didn’t have any extra help at that point. Like, so he was trying to do the whole incubator while still coaching a ton of classes and not having any coaches that were working more than like five shifts a week.

Mateo:                                      11:12                       Yeah, I mean it takes a lot out of the incubator when I went through was just figuring out roles and tasks and hiring people and learning how to delegate. But that takes time. You know, you’re not going to find someone you know right away to start helping you. And even if you do, you know there’s training involved, there’s development and that can take time and everyone’s different where they are in their journey. You know sometimes people already have a staff of five and it’s just re re shifting the mindset of your team or you have no one like it sounds like Kenny and you didn’t have anyone. And so finding that, finding those people who can help and training them up, that all takes time. So it totally makes, especially if you’re the solo operator, to going to take a little while to get through the important work that needs to get done to get you to the next level. So, so it sounds like what, what, what was the next level Kenny was trying to get to? It sounds like you, you know, he felt this kind of dissatisfaction. I know you said that you wanted to build a business, you know, what was he trying to, what next level was he trying to get to?

Jen:                                             12:16                       Yeah, I think all of a sudden it became clear I was working outside of the business. I know, jump in and do the work. Really wanted that guidance of like, let’s just not, let’s not waste our time. Which I think is really the incredible value of what Two-Brain gives, right? From whether it’s marketing or whether it’s the, um, growth program. It’s like, here are the steps. Like, yes, you could figure this out on your own. You could do all this, you could toil away for years. You’re gonna waste a lot more money. Um, and you’re going to get really frustrated. And what do we do? We coach people so we should hire a coach, you know? And it just became really clear that that was the best way to get there the most expeditiously.

Mateo:                                      13:19                       And then what were the changes? I mean it sounds like you were able to grow the business to where you were able to quit your full time job eventually, but what else did you see? What were the changes you saw after going through the process?

Jen:                                             13:30                       Really just our mindset right, of like, and we’re still working on it. Like we’re not 100% there yet. I will say that we are still in the process of giving tasks and roles away, but it was really like what is our time best spent doing and who else can do these other things. And really it comes clear like coaching classes is not the best use of your CEO or your owners time or whatever term you’re using. So really getting a staff with people that could help us with that. Figuring out how to empower people to do their jobs and then step back, right. Processes and procedures and really having, you know, we say like if we get hit by it, both of us get hit by a bus. Like is this business going to run? Is it going to support our child? Like, now I feel confident.

Jen:                                             14:16                       I used to have, I was telling Kenny this the other day, I would have nightmares when I wasn’t involved in the business because I knew nothing. And I would think like, what happened? Like what happens if Kenny gets sick? You know? I mean, his dad died young. So that’s just a reality for us. We think about it all the time. It was like, I know nothing. Like I don’t know the books, I don’t know how to coach. I don’t know how to write programming. You know? I, it was like this business, if you were to go like would not, it would be dead. So I think that was the impetus for us to really say like, we got to create something that is beyond us.

Mateo:                                      14:51                       Yeah. That’s amazing. And I think that’s the true test, right? It’s like, can you, can you leave, can you step away from your business totally for two weeks and it not burn down. Um, and it sounds like you were able to really get to that point, which is awesome. And so I want to talk a little bit about your growth after having done some of the work in the marketing section of the incubator. Before I do that, in your own words, what is, what is it that you sell and how do you sell it?

Jen:                                             15:23                       stronger and live the best life that you can and we do that through personal training, nutrition and group classes. But what we really provided,

Mateo:                                      15:34                       wow, that might be the most concise, most thought out answer yet.

Jen:                                             15:41                       Yeah, no, it was pretty. That was pretty on point there. I love it. Okay, now, yeah, but let’s talk about that. Let’s get into the nitty gritty. So how you generate the interest to sell that, right. How do you, how do you get people in the door and then once they are coming through, once they have inquired, how do you end up selling them?

Jen:                                             16:02                       So, I mean, I think before taking the marketing course, it was basically affinity marketing. I mean we did Facebook posts every once in a while it’d be like, oh we did. I’ve always been super interested in the digital market. It felt like I remember talking to you. And so I was always like really overwhelmed and I didn’t know where to start. Um, so when we started the Two-Brain course I feel like it just gave us this really actionable roadmap of exactly what to do. And then it went from being like, oh we get a no sweat intro here and then no sweat intro there to like a consistent stream of leads and people in the door. I will say that they are not all quality, right? Yeah. Some of them suck. But I think it really helped hone my skills and learn how to handle objections, which it always like I can talk to anybody, but when it, when it came to like making the sale and asking for that, I let in Kenny too, we’d let so many people walk out the door, you know? And I think going through that course really helped me understand like how important it is. Like if someone’s taking that step to get in the door, like they want to change, you have to show them how to get there. And I think when we started taking the approach of like it’s prescriptive rather than salesy, it feels so much better. I know I kind of hopped around there, I’m not sure if that’s the answer.

Mateo:                                      17:34                       No, that’s great. And so I think you’re bringing up some good points. You know, when you pay traffic and generating leads in that way can be totally different than someone who’s referred, right? If someone who’s referred that you’re a current member who referred their friend, they, they’ve done half the selling for you already, right? When you have, when you put an ad out, it’s going to take a little bit more work on our end. But we can’t control referrals like this paid ads. Like we can control that. So I think that that’s the trade off. And uh, and I think it’s ultimately worth it. And I think you’ve, you’ve seen that too with your campaigns. And so when someone inquires, what happens?

Jen:                                             18:27                       Actually we didn’t really have, and so we actually made the decision because we were so busy, we just signed up with UpLaunch because they’ve got that dialed. It got it. We don’t, I don’t have to set up a text messaging and Zapier and all that. I can just have them do the whole thing. So, um, when someone inquires they get a text message and an email. Initially, you know, I’ve been working with like a little bit, so we’ve been playing around with how involved I am in that initial process. Usually I’ll, if they respond to a text message, then that’s when I will start to engage in the process. We don’t have a sales manager yet, so when we do, I’ll probably have that person reach out via phone. Then it would be a phone call. Right now we just don’t have the capacity to do that.

Jen:                                             19:14                       So they get text message, uh, usually, you know, if they don’t sign up for a no sweat, then I will reach out to them and try and get them to do that. But the automation helps just make that happen, which is really nice. And then they book a no sweat intro and then they will, then we’ll send them, we send a confirmation text message 24 hours before where they have to reply. Yes. That has helped. You know, there’s been a lot of talk in the group about no shows and I cannot recommend that enough. It’s like cut our no shows down by like 75% probably.

Mateo:                                      19:49                       Wow. It’s like the simplest.

Jen:                                             19:55                       thanks. You know, and we’re at a speed where the spot right now, while we’re getting pretty full, so I’m at a spot where it’s like I just want somebody that really wants to be in here and if they don’t, that’s okay. Maybe they’ll be ready down the road and we’ll continue to foster that relationship through emails and texts and all those things. I’m not, I don’t have the time to chase down 25 people a week, you know? So I want them to take that, like if they’re going to take the step to get in here, they’re more likely to show up to classes and they’re more likely to stay longer.

Mateo:                                      20:29                       Totally. And so let’s say they come in through the door. What happens?

Jen:                                             20:34                       Uh, so generally I talk with them and then I will give them a tour of the gym.

Mateo:                                      20:43                       Wow. Fancy.

Jen:                                             20:45                       A little Keurig machine. It’s not bad. I like it. But you could see it’s not fancy at all. Um, but it’s, I think that’s just like a nice step of like, Hey, can I get you a cup of coffee? I’ve had two people say yes over the years, but it’s just a way of kind of breaking the tension and then we just take a quick tour of the gym and I literally just stand in one of the rooms and kind of see, I don’t get too fancy about it. I just, that’s not really what they care about. I just want them to, yeah, I wasn’t showing people the gym and then I’d like get ready to sign somebody up and they’d be like, well, can I see the gym? And then we do that and it was weird to get them back to the desk. So I’ve just started doing that.

Mateo:                                      21:24                       Yeah, I love that. If that’s, if that’s an objection, the objection that’s overcome that at the beginning. So I like that.

Jen:                                             21:33                       Yeah, this is the gym. If you think it’s too like raw or whatever, then then it’s not going to work anyway. So and then we just sit down and we’d go through the No Sweat Intro form, you know? And I really think that’s one thing that I changed a lot is I go through every single one of those. If I think somebody who’s like kind of a halfway sold, you know, if somebody is like they walk in the door, I have crossed that experience and ready to get this done. I’ll still go through some of them, but I might not ask all the questions about like envision your life in five years or you know, those ones. So I tailor it a little bit, but for the most part I stick to that form because it opens up so much opportunity to sell and to create a plan that’s right for that person. Someone may walk in the door saying they want group classes and then have that conversation and actually their goals won’t work at all with group classes. And they definitely need to do personal training to make it work.

Mateo:                                      22:27                       Oh you guys have a private office for this too?

Jen:                                             22:29                       Well I have a private office. We have two private offices, which is great actually. So one is on the floor, but no one can walk in and out of the office. So it’s like not our front office. So I’ll use that like during a really busy times. Cause I know some of these going to walk in the front door or if it’s kind of on our off hours and I’ll use our bigger office. So the flexibility.

Mateo:                                      22:48                       Nice. So what I love about that, that first part is that you’ve given them something. And I think people, people can do that even if it’s just a bottle of water or something small. But giving them something that, it kind of establishes that reciprocity principle where you know you’re setting the stage and setting the tone, you’re offering them something. And now there may be, you know, it just, it’s kind of like sales one oh one. You know, you want to get that reciprocity thing going so that they’re feeling more inclined to offer something else in return, which I think is awesome. And I love how you have a separate place that’s quiet and you don’t have loud music and clanging and banging going on or you can have a conversation cause that’s really what it is. You’re having a conversation, which I think the prescriptive model helps you do and taking the No Sweat Intro approach helps you do?

Jen:                                             23:37                       Yeah, a lot of clients are really anxious about coming into a gym. Intimidated, intimidated by dropping weights. If they see somebody, like my 4:30 class is really athletes, right? Like if a 70 year old comes in and wants to get started, they’re probably not going to be in that class anyways. But they see that they’re going to feel like this is not the right spot for them. So I just think just being really cognizant about like how much you’re showing people, not in a bad way, just like you want to make them, you know that you’re going to create a good environment for them once they’re in the door, and I’m not going to suggest that 4:30 class to that person, but they might see it and think, well, every class is that way.

Mateo:                                      24:21                       Yeah. Regardless of how amazing your community is, the sleeve tattoos and jacked people are still like, it’s an intimidating experience regardless, you know? So you’ve come a long way, right? You went from this point where Kenny was doing wearing all the hats and the business was really only supporting him to this point where you’re able to take over multiple locations, expand your space, expand your business, pave the way to have and support a larger staff yourself included and buy out your old partners. What do you think has been the key to your success so far?

Jen:                                             24:55                       It sounds so cliche, but playing the long game and it’s so hard as a business owner, I want to be able to do the things that I think it’s really easy to take shortcuts, but for us it’s just been like one step at a time, play the long game, I know what the year looks like and I’m in a plan that something’s going to take a year. So kind of always over planning and then hoping that it goes a little bit and then taking risks. You know like when I left my job I made a great salary, big chunk of what we were living off of and so it was really scary and I just kind of had it and said, we’re just going to quit my job, actually let me go part time and then transition out. And that was really scary. But it also lit fire under us to say, this has to happen, like we have to do this. And so I think putting yourself in a little bit of an uncomfortable position and knowing that that is going to, to do the work and make the change.

Mateo:                                      26:04                       I think we’re done. Thank you so much for coming on. And then, uh, hopefully are you going to the summit? The summit.

Jen:                                             26:12                       We have a wedding to go to our former business partner is getting married. Next year for sure.

Mateo:                                      26:19                       Awesome. Well thanks for hopping on and uh, we’ll, we’re looking forward to seeing what the next year holds for you.

Jen:                                             26:25                       Thanks for all your help.

Speaker 5:                               26:28                       No worries. Hey everyone. Chris Cooper here on really thrilled to see you this year in June in Chicago at the 2019 Two-Brain summit. Every year we have two separate speaking tracks. There’s one for you, the business owner and there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life, organizational culture of the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive, owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community and more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers with their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the Two-Brain summit and the reason that we do that is because a big part of the benefit is getting the Two-Brain community together and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Greg:                                          27:57                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a link to that episode. Share with a friend and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it, even better. See you guys later.



This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

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TwoBrain Marketing Episode 7: Coty Bradburn

TwoBrain Marketing Episode 7: Coty Bradburn

 Two Brain Marketing Episode 7: Coty Bradburn

Today we are joined by Coty Bradburn of CrossFit Mountain Island in Charlotte, NC. Coty grew up with a very sedentary lifestyle and it wasn’t until his late teens that he decided to change his lifestyle and start eating healthy and exercising. After losing 60 pounds, Coty dove into CrossFit full time in 2014. Coty soon bought his own gym and now enjoys helping others reach their exercise and fitness goals through nutrition, community, and empowering a healthy lifestyle. Join us today as we learn about Coty, his gym, and how he leverages paid ads to grow his business. 

Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!




2:38 – Introduction to Coty Bradburn

5:33 – Going from 6 Member to 50 in two Months. 

8:09 – Advice for people thinking about buying a gym

11:45 – Initial outreach and gaining customers for a new business

13:00 – What made Coty decide to join the Two Brain Family?

16:06 – In Coty’s words, what does he sell at his gym?

18:33 – The sales process at CrossFit Mountain Island

21:02 – How did CrossFit Mountain Island’s metrics change after the Two Brain Incubator

23:52 – The key to growing a successful CrossFit gym.


Announcer:                            00:02                       Welcome everyone to Two-Brain Radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discover the very best practices to achieve perfect day and move you closer to wealth.

Chris:                                         00:26                       What makes a good gym website? The answer to that question keeps changing. Five years ago I would’ve said that you need this rotating banner image. Three years ago I would’ve said that you have to have one splash page highlighting the benefits of your service. That’s true. The problem is that the benefits of your service change by the client you’re trying to target and so you need to be able to adapt. You need to be able to add your own landing pages. Your main cover page should reflect what your most important clients want. That’s going to be different from what my most important clients want. So a website is based on a template with the same kind of rotating image is not going to work anymore. I use ForTime Design for the and Websites because those are the most important websites I own.

Chris:                                         01:12                       I want responsive design that’s going to work well on mobile. About 60% of your clients are going to come through mobile and more in the future. I want a responsive designer which means I can contact them to make changes and I want to know how to change my own oil. I want to know how to get in there and add my own post. I talk a lot about content marketing and that means I have to know the medium through which I’m delivering my content. Using ForTime Design has been my choice now for about three years because Teresa and her team are super responsive. She can answer questions for me, she can show me how to do it myself if I want to or she can do it for me if I don’t have time. She’s created a big series of videos for Two-Brain clients in our incubator and growth stages to watch so that they can do stuff like build landing pages themselves.

Chris:                                         02:01                       A lot of website companies try to pull the curtain in front of their knowledge. They try to hold a lot of stuff secret so that they can charge you to do the basic things. Just like in car maintenance, changing your oil, rotating your tires. If you want to do that stuff, awesome. If you don’t have time to do that stuff, take it to the garage. Theresa at ForTime Design gives you both options and she’ll even teach you how to do it yourself if you want to. I use and what made them an official Two-Brain partner is our firm belief in their commitment to helping first and a strong sense of service value.

Mateo:                                      02:38                       Hello and welcome to the Two-Brain marketing podcast. I’m your host Mateo Lopez. I’m one of the digital marketing mentors at Two-Brain business and this is going to be your weekly dose of digital marketing magic. Every week we’re going to go over marketing campaign strategies, useful tips and updates to keep in the loop on the ever changing landscape advertising on the Internet for Your Business. And in today’s episode we have a very special guest, Coty Bradburn. And you’re going to learn a little bit about him and his gym and how he spent, he was able to spend $2,000 in paid ads and generate over $12,000 in front end revenue. So we’re going to figure out exactly how we did that. And so, Coty, how’s it going?

Coty:                                          03:20                       Thanks. Awesome man.

Mateo:                                      03:22                       So tell people who are listening, tell us a little bit about you, where you’re from and, and your gym.

Coty:                                          03:28                       Yeah, so I’m from Charlotte, North Carolina. My gym is crossfit Mountain Island. It’s right outside of the city. We’re actually in a pocket, it’s not super saturated yet. We’ll see. I got the gym September of 2017 it had been a crossfit gym for four years already. It had been through three different owners. And when I bought the gym, a, the guy had a six members that were active. So I took over the lease essentially just paid for his assets because he didn’t have a business I was buying and then negotiated with the land Lord to give me three months of no rents to build up the membership and that was it. It was just kind of like I’ll see what happens.

Mateo:                                      04:10                       How did you do that?

Coty:                                          04:11                       How did I negotiate that?

Mateo:                                      04:13                       Yeah, just your southern charm or how did you do it, you know?

Coty:                                          04:16                       Yeah, the southern charm was a factor, but the guy that was managing the property knew that the dude that owned it wasn’t doing well. I’m not even sure how he was floating the business. He must’ve had other assets coming in, but I just thought about was, I was like, hey man, there’s not a lot of crossfit gyms out here. I think the market can handle it and it needs it, but as of right now, I’m going to sign this lease. I’m not going to pay you rent because the money’s not there from the business. I’ll say, I can take over and I can fix it. I know I can fix it. I just need some time. So he agreed to, that gave me from, let’s see, he gave me October, November, December. So I didn’t even have to pay rent for the first of 2018 and at that point, I mean the first thing I do want to bought the gym.

Coty:                                          04:57                       I remember the first day I took over, I called Chris Cause I knew I was going to go into Two-Brain. I just had money put back that I could use to pay for incubator, but it would’ve dug into my safety net from our first month’s rent. So I told Chris this situation on the phone, he suggested I wait until I’ve got enough cashflow to pay rent and then do incubator. So I did that, waited until about, I want to say it was January or February. I had grown from six up to probably 40 to 50 members at that point. Uh, I was coaching a lot of classes. I had one other coach helping me out.

Mateo:                                      05:33                       Tell us a little bit about that. How did you go from six members to 50 in six months?

Coty:                                          05:37                       Uh, so I was following Two-Brain already. I was reading all of Chris’s love letters, listening to the podcast following along the Facebook page. So a lot of this was warm marketing. I mean I reached out and connected with all of the ex members cause at one point like this first or second owner had gotten the gym up to like 70 members before. But then he had some issues with the space. And, well we all know the story, coached, all the classes didn’t want to do anything as far as the business side and then burned out and sold it. I reached out to all the old members, kind of wrote up a bio about myself, gave them my story, connected with them. I then went around put mailers and mailboxes and all the local neighborhoods, you know, walked around and met a lot of the local business owners. A lot of my, I mean I see, I say a lot the six members that were still there told all the old members that, you know, it was moving into a better direction. Yeah, warm market. Mostly it was all warm market and then a lot of old members and then a handful of just local, I mean members of the community I guess came around.

Mateo:                                      06:39                       Okay. So were you a coach before or were you a member before or how did, how did that,

Coty:                                          06:44                       oh dude chills. Weird man. So like I was having coaching for five years. I’ve actually got to get my level two here soon because my other one’s running out. I was managing a CrossFit gym in the city at the time. I’d been managing it for a little over a year. I would say. I was managing coaching. They’re, the owners were remote. They lived out in Nashville, they’re not members. The Gym was about 10,000 square feet. I mean our membership was hanging out around one 80 to 200 for the most part. But I didn’t really know a lot about running a business, especially a CrossFit gym. I’d coached prior to that, but it was a lot of um, experience. I gained managing that place. Right. So how I found about, about my gym now, it was for sale. My mother, her friend was a member at that gym. So then she told my mom that, hey, this gym is for sale.

Coty:                                          07:34                       Mom told me, I was like, well, I can’t afford to buy a gym but I’ll go look at it and see, you know, like, I’ll check it out. And it was actually really close to my house and it was about 12 minutes away from where I live, which was half the distance of the gym, I was managing and it was in a good spot. I did some research, met the members, met the owner and yeah man, it just kind of the way it’ll happen, it was a blessing, but it was um, one of those stories is like, it was meant to be right in quotation there because just the way, the way that it happened was just loud. But then I bought the gym and then within, within two months I was owner.

Mateo:                                      08:09                       We talked to a lot of people who are thinking about opening a gym, or thinking about buying a gym. Do you have any advice for people who are thinking about buying an existing business versus just starting from scratch?

Coty:                                          08:18                       From what my experience from buying the gym. I mean I think there’s pros and cons. The big pro is that it was already, you know, it was a brick and mortar location. It was already set up. The equipment was there. I just literally, it was turnkey, right? I mean turnkey as far as the gym goes, not turnkey as far as business goes. I had to learn a lot about how to run the business because I was used to coaching and just some low level managing prior selling it. But the con would be that it had the brand had a reputation that I had to overcome. Right. So I went through the process of considering, you know, completely rebranding, changing the name.

Mateo:                                      08:52                       Did you do that or you know, end up keeping it.

Coty:                                          08:55                       Yeah, I kept it, I kept the name and just did a lot of work overcoming people’s perception mostly with advertising myself.

Mateo:                                      09:04                       Yeah. So cause it sounds like you did a lot of direct outreach. It sounds like you, you kind of sold yourself to the six people you had and then said, hey, go spread the word to the other people who maybe have left. Yeah, so it seems like that was really effective for you. When people came back, did you, what did you offer them to try and get them to, to to try it out again?

Coty:                                          09:26                       I don’t remember offering, I mean I’ve never done discounts. I don’t remember offering discounts. I don’t remember. I think for for x members, because this was prior to me going to incubator for x members, I offered them a free class. Those that have done crossfit so they can see my coaching style, getting experience as far as how class structures were going to go now versus how they had been prior. And then just talked to them. We just sat down for coffee and just chatted about me, answered their questions, but I didn’t have a lot of, oh I didn’t have a very hard time overcoming those objections as far as old members coming back because when they left they left because of the coaching style and the management, the previous owner. And I think it was pretty apparent when they met me and saw how I ran a class experience that that it was going to be different. So I guess, those are pretty easy sales cause they came back, tried a class, were like, Yup, this is what I want. And then they signed back up.

Mateo:                                      10:18                       So then what was different about your service?

Coty:                                          10:21                       Well, I don’t want to like to speak badly about the previous owner. He wasn’t into crossfit for crossfit. He was in, it was interesting. He didn’t do crossfit, he didn’t exercise, he didn’t understand the methodology. He didn’t have any, he didn’t even have a level one. He had the affiliate in a coach’s name that had a level one. So he was like bringing in random trainers, some without certifications to run classes with that didn’t have experience crossfitting. I mean I’ve, I’ve, I’ve been told stories about members having keys to the gym that when the coach wasn’t there, they were just open up and work out by themselves and lock up anywhere from, you know, from that too. You know, the coach coming in, turning on the lights, play music, and then going and sitting in the office and on their phone for the duration of the class while numbers worked out to, you know, them trying to run like a kid’s program simultaneously with the class without a coach being there for the kids program. It was, yeah, it was. It was gnarly.

Mateo:                                      11:17                       Oh Wow.

Coty:                                          11:18                       So when they walked in and met a guy that was like passionate about crossfit, you know, opening up everyday, closing every night, you know, the whole romantic concept of owning a crossfit gym. And that’s not sustainable. But they met me. They could tell I was passionate. They saw me all the time, you know, they could tell I cared about the gym and I was invested in them.

Mateo:                                      11:36                       Yeah. So just coming in and coaching the class seems like that was a big step up in in the right direction. And tell me a little about the outreach you did with the people in the community. So you said you went to other businesses and just kind of introduced yourself. What was that like?

Coty:                                          11:54                       It was um, interesting because prior to me owning this business, I’ve never had any experience in sales and I didn’t realize at the time it’s all essentially selling myself. But I mean, I wrote the Bio about myself, for the gym as far as like vision for the gym, what the goal was to accomplish and then just drove out to businesses and took these flyers like apartment complexes and local restaurants and small mom and pop shops and just talk to them, told them, you know, I, I’ve taken over the gym, where we were at, what we were doing and then encouraged them to come by and just try it.

Mateo:                                      12:30                       Awesome. And okay, so you took over this business, it sounds like it was just you, was it just you or did you have …

Coty:                                          12:39                       I had one other coach, coach that was,, really an intern because they went and got their level one, like a mock prior to me taking over and then they wanted to come and just learn everything is on it.

Mateo:                                      12:48                       So, okay. So it was you and a part timer. You worked, you worked your butt off to try and salvage this business. You’re able to have some amazing growth come from six members to 50 in six months. Before that, you had already put in your call to Chris. But right about that time, six months later, you’ve decided to pull the trigger. What motivated you to, to make that decision and then, you know, what was kind of the, the change you saw after going through the incubator?

Coty:                                          13:16                       Um, the motivation for me was that I didn’t want to be that guy that was, you know, five to 10 years deep into the business with a CrossFit gym and still coaching all the classes, getting by worrying about the next steps. As far as like business growth, I didn’t want to get caught. I didn’t want to pay all of that money every month, to burnout or to be confined to my business. I don’t, I don’t think that entrepreneurs own businesses to be slaves of the business. I think if I wanted to have that kind of a schedule, I would just pick up a nine to five somewhere and have the stability of that without the stresses of business ownership. So I went to Two-Brain, because I knew that it was gonna give me the freedom to lead the lifestyle I want to lead. I needed a coach.

Coty:                                          14:07                       I knew how to be personable, I knew how to relate to members. I was invested in them. So that was all easy and, and we all do that. But I had no idea how to run a business. So what I learned in the incubator was Chris’ mindset and the Two-Brain mindset as far as how to separate yourself, how to create value, how not to compete with other gyms on price. Um, the reason not to give discounts, it was like a total perspective shift. Right? So it was understanding that if we want to be at the top of this business model, we have to do things at other gyms don’t do. So I learned all those things that we do that separate us.

Mateo:                                      14:50                       Amazing. And how, you said lifestyle was important. How did your lifestyle change from before to the incubator and then after going through it?

Coty:                                          15:00                       Well, I mean it’s 10 o’clock in the morning right now. I just had breakfast. I’m getting coffee talking to you and I’m not freaking out about the gym.

Mateo:                                      15:07                       I guess that there you go. That’s it.

Coty:                                          15:09                       Yeah, we’ve got, I mean, every day, Monday through Friday, we’ve got six classes that run a day with personal training time slots opened up throughout this, between those classes as well as our time slots. I mean, I’ve got eight employees, all of, so I mean really, I’m responsible for three classes a week and that’s because I want to, I mean, I’ve got a waiting list of employees that like want more classes, but I’m still in a place where I want to have a presence in the gym. I’m trying to figure out how I can replace myself that doesn’t negatively impact the member’s experience. So I’m not there yet but not a long way to go with that. But yeah, I mean like I know that if I want to coach classes I can, but I don’t have to. If I want to spend my time doing things, that are going to grow the business. That’s been the biggest change is I’m not, I’m not imprisoned in that. What the business has to have to stay sustainable, you know?

Mateo:                                      16:04                       Yeah, totally. I totally get that. That’s amazing. And so in your own words, it sounds like you’ve, you’ve really upgraded the service from the previous ownership, from the, the way it was previously run. So in your own words, what do you sell and how do you sell it ?

Coty:                                          16:21                       I mean I sell and I think we sell a fix to people’s problems, right? That’s, that’s what we’re doing. We’re trying to genuinely change lives, right? So we sell an experience and information that is going to impact not just the member but the entire members like close circle, right? So those are their family, right? So we impact a mom. I mean like last week my girlfriend and I, we had power hour nutrition consult with this lady, she was doing the six week challenge and we were facetiming. And like we were giving her advice that was going to directly impact her husband and her kids because she’s the one that does the grocery shopping and the cooking, right? So if we can change her experience and her mindset on health and fitness, I mean we’re going to impact a lot more than just her. Right? So that’s what we sell.

Coty:                                          17:11                       We sell. I, I firmly believe that we sell a fix to chronic disease through crossfit and our, and our, our education and experience. And I sell it by connecting with people, right? So if someone doesn’t trust me or they don’t think that I’ve got credibility, they’re not going to buy from me. But if they come in and we can connect and I can make them laugh and they can see I’m a person that just has a fix to their problem and they can look around and see that I have credibility by the business and people that are already there giving social proof. I mean, the only question is can they afford it? After that there’s really, they know that if they know they have a problem, if you’re in my gym, if they’ve come in, they know there’s a problem that they need to have fixed. And if they like me and they can afford it, there’s no other missing pieces.

Mateo:                                      17:57                       So I think that’s so true. I think that’s the key when you’re talking about here is, this is problem solving, right? People, people are turning to people walking into your door. People are calling because they have a problem, they may not know what it is exactly just yet. And that’s kind of our job to coach them through that and tease it out. But, but yeah, that’s really the motivating factor for, for all all of sales, right? It’s people have a current problem, current situation. They’re trying to get to their desired spot there, their desired solution. And, and it sounds like you do a good job of positioning yourself as that solution. So you said getting people to know, like, and trust you is critical. So walk us through that sales process. What happens when someone walks in through the door?

Coty:                                          18:39                       Yeah. Uh, they walk in, they’re on the schedule. We’re expecting them. So they meet with me or my girlfriend as well, or one of the coaches and we offer them a bottle of water or a cup of coffee. We kind of show them the gym. If there’s a class going on then we’ll give a quick breakdown of like the class structure, what’s happening, we’ll tell them a few members’ names so they have some identity and then we’ll head into our office. We actually have an office that we use for No-Sweat intros as you know, some pretty comfortable leather couches or I’m sorry, these leather chairs. We have a coffee bar and desk and we’ll sit in a little, we’ll see side by side and yeah, we’ll just go over, I mean we, so we use the notes. We get to know them better We basically start with like, why are you here?

Coty:                                          19:18                       What’s your problem? We have some direction on how to talk to them. And then we just connect. I mean we try to find out why, what’s, why health is important to them, why fitness is important to them. We try to find the real reason they’re there, not just the superficial stuff. And once we’ve figured that out, we just educate them. So we explained to them why it works, how the process works, what they can expect and find out if their desires more group or personal training. We use the help first model. So just based on what you need help with, this is how we can help you too. Then we’ll prescribe and create like a vision of how this service is gonna positively impact their quality of life and if they can envision that and we can prescribe what we think’s best. That usually gets the um, the ball rolling for them.

Mateo:                                      20:09                       That’s awesome. The fact that you greet them and you give them a bottle of water or a coffee, it kind of starts off that yeah, you’re using that reciprocity principle where it’s like you’re giving them something now they’re kind of primed to give you something back in return. Uh, so that’s amazing that you do that. And then when you bring them into this office, it sounds like you create a, you know, you’re controlling the environment, controlling the experience and you’re not stuck in the chaoticness of the class or trying to talk over the music. I think that’s super important and it’s a lesson. It took me a long time to learn and I think a lot of others are struggling with that too. But I, I think, I think you bring a good point and I can’t stress the, of having that separate space to conduct your intros and that it’s clean. And it has a nice leather couches and then it’s it, it’s appealing place to be. So that’s amazing. So awesome. So, so now tell us a little bit about, so the last year’s lifestyle change in, in the sense that you were able to, you know, bring on some other coaches. You’re able to have coffee right now and talk with me, but walk us through some of the numbers, you know, how did your, your gym on the business side, some of the metrics change after going through the incubator?

Coty:                                          21:17                       For sure. Most of the growth for the business was in systems, learning how to connect with a warm market. I had shown them value. I still didn’t understand Facebook or Instagram advertising. I would, you know, boost a post here and there that was having good organic reach. But I didn’t really know what that would do. I didn’t have a system in place to capture those people that saw it. So I also signed up for the marketing incubator to that was, that was back in like may or June’s is about six months after. I think better. And then, I don’t know, it was close to the end of the year, so like around August, September. But I got through the marketing. I mean I remember sitting right here at my coffee table in my house or my dinner table for a weekend, eight, nine hours a day working through the entire marketing Incubator and having it done by the following Monday.

Coty:                                          22:07                       And I had ads, you know, click funnels, landing pages all live and going with depths texting me about new leads in a couple of days. I to do all of it. So as far as that goes, that taught me about how to get out and do it. The actual online marketing space. And that was huge. That was huge. So as far as metrics go, now we’re up around like 87 and 90 members. I’m trying to break through that threshold of 100 people. Let’s see, so far I’ve spent a little over $2,054 on paid ads, my average cost per lead for women’s 6.43, for men, it’s about 8.84 so pretty low. Now we’re just trying to figure out the best systems to Improve no-shows, right? So just using uplaunch, you know, following along with you and Blake using the systems you guys preach to us, make them show up because if they come into the gym, we’ll probably sell them. But out of that 2054 I’ve put in, the front end revenue’s been $12,488 and 74 cents and that’s all solely based on like six week challenges. I’ve got a couple doing a hundred day journey and then that’s not including like ARM or membership after they finish their challenge. That’s purely front end.

Mateo:                                      23:25                       wow, that’s awesome man. And so it sounds like you’ve had this awesome journey from taking this, this derelict business and making it your own, completely changing the way you, you offer the service. You’ve kind of made a name for yourself in the community. If you’ve done a lot of outreach, you’ve worked through your systems, you’ve hired staff, and you’ve now created a way in which you can kind of grow and control the growth of your gym through some of the paid advertising strategy. So, you know, what do you think’s been the key to your success so far?

Coty:                                          23:57                       So One thing I would say consistency. What’s been key to success? Because saying you’re gonna do something to your members or your coaches and then following through is huge because people see that and then just consistently every day doing the things that need to be done as far as like CEO tasks and owner tasks, they’re good. They’re going to move the needle for the business so that I can positively impact the coaches and, and members without martyring myself, my quality of life. Right. So if you’re not consistent in those things, it’s not really going to push the needle for you. But consistently working through the incubator, consistently working through the marketing. I mean, right now my girlfriend , she’s helped me run the business. Now we’re redoing the incubator and the marketing modules so that we can both be on the same page. And so it’s cool for me because now I’ve been doing it for about six months to a year. I’m getting the same information from, from a new perspective because I’ve experience a lot of it. So I’m kind of, we’re redoing some landing pages were we just finished redoing our website. But I mean I think it comes back to being consistent and doing the things we all know we need to do and that you guys tell us to do because you know, it works to be able to keep advancing our businesses.

Mateo:                                      25:11                       Awesome man. Well, I think what we touched on is holding yourself accountable and making sure you’re following through on the things you’re saying you’re gonna do and consistently growing and consistently learning. And even if you think you know something, going back again, and it’s kind of like crossfit fundamentals, you know, going through the incubator, you, you’re going through business fundamentals, which, and, and I also think a big part of that is mentorship, right? That’s what the mentor is there to help you do, is to keep you accountable, keep you, make sure you’re consistently growing and challenging yourself and pushing yourself in getting to that next level. And I think that’s kind of the key, the key difference with what we do and what some of the other stuff that’s out there. So. Awesome man. Well thanks for hopping on and sharing your coffee with me this morning. Am I going to see you at the summit?

Coty:                                          26:01                       Yeah, we’re actually looking at airbnbs and plane tickets this morning right now. The summit and trying to find some people to stay with or just grab a meal. But yeah, that’s a, that’s on the agenda. We’re gonna make it happen so we can get out there and actually meet you guys.

Mateo:                                      26:13                       Nice. Well hopefully we’ll see you there and then, uh, yeah, keep crushing it dude.

Coty:                                          26:18                       Thanks man. I appreciate all the information and help.

Chris:                                         26:20                       Hey everyone. Chris Cooper here and really thrilled to see you this year in June in Chicago at the 2019 Two-Brain Summit. Every year we have two separate speaking tracks. Is one for you, the business owner. And there’s one for coaches that will help them make better, longer, more meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like: the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive. Owning a business and motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community. And more. The Point here is to do the right thing that will help gym owners create better businesses that will last them for the long term.

Chris:                                         27:11                       Get them to Tinker phase, help them be more successful, create meaningful careers that their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the Two-Brain summit. And the reason that we do that is because a big part of the benefit is getting the Two-Brain community together. And and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the Two-Brain summit, including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Greg:                                          27:48                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it even better.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

Greg Strauch will be back on Thursday with the Two-Brain Radio Podcast.

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TwoBrain Marketing Episode 6: Oskar Johed

TwoBrain Marketing Episode 6: Oskar Johed

 Two Brain Marketing Episode 6: Oskar Johed


Today we are joined by Oskar Johed of CrossFit Medis. While growing up in Sweden, Oskar was very involved in sports and soon after graduating from college, entered the corporate world. It wasn’t until tearing his ACL that he came in contact with CrossFit and was instantly hooked! While recovering from his injury, the CrossFit Journal was all he had access to for killing time and keeping him going. It was soon after that he decided to quit his job as a banker and open his own CrossFit Gym. Today Oksar splits his time between his gym and traveling the work as a member of the CrossFit HQ Seminar Staff. 


Today we dive into a range of topics including how Oskar spent around $15,000 last year which generated over $200,000 dollars in front end sales!  


Don’t Forget about the 2019 Two Brain Summit, June 8-9 in Chicago! This year we have some amazing topics and guests for both yourself and your coaches. Click hereto register and sign up now!


Contact Oskar:



1:32 – Introduction to Oskar Johed 

4:21 – Changes in Oskar’s Gym before and after Two Brain Mentorship

8:44 – What originally prompted Oskar to sign up for mentorship

12:13 – The immediate changes as a result of the Two Brain Mentorship Program

14:22 – Holding a commitment with your Client and Staff

18:22 – How to retain Quality Control with your coaches

20:21 – Spending $15,000 on ads in one year!

23:49 – How to ensure successful conversion of leads

27:52 – The Key to Success for Oskar’s Gym


Announcer:                            00:02                       Welcome everyone to Two-Brain radio. It is our mission at Two-Brain to provide 1 million entrepreneurs the freedom to live the life that they choose. Join us every week as we discovered the very best practices to achieve perfect day and move you closer to wealth.

Chris:                                         00:26                       One of my favorite finds has been I linked up with Matt several months ago at Forever Fierce and he had some fantastic ideas and so he and I have put together a couple of packages that we think are really gonna help crossfit affiliates everywhere. Two-Brain mentoring clients use Matt almost exclusively. He’s got fantastic designs and he takes all the work out of it. All that time that you spend searching the internet and Pinterest and junk like that for great crossfit tee shirts. You don’t have to do that anymore. Matt has fixed that for you. You can put your logo on one of his templates which are fantastic and your clients will never know the difference. It saves you so much time that you could be using on other things like real marketing. He’ll also go so far as to remind you when it’s time to reorder. He’ll give you suggested order sizes, he’ll help you set up preorders so you’re not even fronting the cash from the inventory. It’s all amazing stuff built to help affiliates and that’s why I love this guy and this company they do all of catalyst’s, shirts, all the Two-Brain shirts, all the ignite gym shirts. They do everything for every business that I own.

Mateo:                                      01:32                       Hello and welcome to the Two-Brain marketing podcast. I’m your host Mateo Lopez and I am one of the digital marketing mentors at Two-Brain business. Thanks for joining us. This is going to be your weekly dose of digital marketing magic and every week we’ll go over marketing campaign strategies, useful tips and updates just to keep you in the loop on the ever changing landscape of advertising on the Internet for Your Business. And today’s episode we have a very special guest. We have Oskar Johed from CrossFit Medis and yeah, I’m really excited because we’re going to learn all about him, his gym. And what’s most exciting I think is that last year he spent around $15,000 us in advertising spend and he was able to generate from those paid ads, $200,000 in front end sales. So that’s a, that’s a big return. It’s not totally typical, but I do want to learn because it is pretty special.

Mateo:                                      02:25                       I do want to learn the magic behind Oscar’s operations. So how are you?

Oskar:                                        02:30                       I’m really good. How are you buddy?

Mateo:                                      02:32                       Good, good. So for those tuning in, I mean, you know, you’re, you’re a Two-Brain mentor so people may not know a little bit about you and in your story, I know you’ve had some guest blog posts and things like that, but for those who don’t, you know, who are you, where are you from? And tell us a little bit about your business.

Oskar:                                        02:52                       This is going to be the Twitter version of yeah, the Twitter version two–whatever. Me and my business partner Karl, who is also a mentor here in Two-Brain. We opened the gym about five years ago. We both had corporate jobs in the past. He was in sales, I was a banker. I used to help multinational corporations handle their liquidity and I also worked in for an exchange. And so about five years ago for different reasons, we quit that and decided to open a gym in Stockholm. So that’s where we are. Uh, we have been mentors for Two-Brain for north of a year. I just think we’ve been in Two-Brain as clients for more than two years I think.

Mateo:                                      03:35                       And you’re on the, you’re on the seminar staff, right?

Oskar:                                        03:38                       Correct, yes. So, uh, I did, the gym runs itself pretty much. So I balanced my time trying to keep up with my seven year old daughter. I have the opportunity to travel around the world on the weekends to give people the level one, the current, you know, the, the, the material on the level one and teach people to squat. And I also can teach and hopefully inspire gym owners around the world to become better at running their business. So I like helping people both in coaching and also in, running the gym efficiently.

Mateo:                                      04:13                       That’s awesome. And so how long did you say, how long have you been open?

Oskar:                                        04:17                       Five years.

Mateo:                                      04:19                       And what was your, you know, how has your business changed and what was the business like prior to Two-Brain and mentorship and how has it changed since implementing what you’ve learned? Through the incubator?

Oskar:                                        04:31                       We started the gym as a business, so we both had that going into it. We had, you know, we had pretty decent paying jobs. We had families when we started, so we had to make money from the start. So what do you mean started it as a business? You mean some people started as a hobby? Is that what you’re saying?

Mateo:                                      04:50                       Ah, I’ve heard so I’ve heard people do that, right?

Oskar:                                        04:53                       Oh, okay. We had a five year plan and we had, you know, we had uh, you know, we had a budget, we had, you know, cashflow per good projections. We had a rudimentary, you know, business plan. However, we were kind of contrarion cause we’ve left that part of the world. We, wanted to get rid of structure and, and you know, corporate, you know, or you know, more meetings, right? And now it kind of comes back. Turns out, when we have a gym, we need that stuff. So, uh, it all comes back and, and uh, you know, we need this stuff in place. But that’s where we started it. And we had an understanding of what we were born to do, crossfit for regular people, so to say, we had no intention at all to run it for for athletes. We’ve had from the start a shirt on policy. In the gym where we started, it’s only shirts on policy.

Mateo:                                      05:42                       Right, right. Wow.

Oskar:                                        05:43                       Hey, here’s the thing. When we started there were like 15 gyms in Stockholm, so we said, if you don’t really care then we are one of 15. But if you really care about not wanting to join a gym where people take their shirts off, we’re the only one. So to play to the answer, you know, we used that to increase our odds.

Mateo:                                      06:00                       So that was your first strategic advantage maybe, right?

Oskar:                                        06:05                       Yes. Yeah. And the places we rented had like nine foot ceilings. So we couldn’t do rx wall balls for instance, and we didn’t really know that when we moved in. But two stories above us is the Red Cross sent, therefore tortured refugees. So we can’t really drop any barbells.

Mateo:                                      06:23                       Right. A lot of clanging and banging is probably not good for, for recovery from post traumatic stress. Okay. Well tell, tell people about the layout of your gym because it is unique. You do have a different kind of like, yeah.

Oskar:                                        06:35                       So, so we’re, we’re at the bottom of a, an office building with nine stories above us. And if we drop barbell they hear it all the way up to the ninth storey, we’ve actually tested it. It’s true. So we were there for three years. We had pretty cheap rent even though we’re center of Stockholm. But then three years in, the, the landlord said, we’re going to raise your rent by 94% so we said, okay, that’s, that’s, that’s a lot more than we can really pay. And we were at Max capacity, around like a hundred and 75 members. We ran classes, you know, five, six, eleven, noon, four thirty, five thirty, six thirty, seven thirty. Pretty much we worked at maximum capacity, it’s about, well we have about 1400 squares metres of work out area so you can fit 12 people in safely. That’s about it. But inside the office building, there’s a smaller, you know, basketball court. So we eventually, after a year of negotiating with the landlord, we got got this place as well. So we have two rooms in the same building, they’re joint with a small corridor a hundred feet apart or something. So we run classes concurrently. That place that’s kind of the same size. It’s obviously a higher ceilings, but it’s, it’s, you know, 1400 hundred square feet for workout area there as well.

Mateo:                                      07:47                       You also have the recovery room, right?

Oskar:                                        07:50                       Right. Yes. So we have, you know, it’s small. We have obviously saunas as well. Because that kind of came, would you know when we bought, they were, when we rented the, the basket ball area gym, which is nice to have. We have to pay rent for it. So, so of the of the area we pay rent for it. We can only use about 46% of it to actually work out at, cause then we have storage and stuff like that. So it’s not an optimal place to run a gym at especially. And we can’t drop weights. And I rent this about four. It’s, we pay north of 11,000 a month and that gets us two rooms of about 1400 square feet of workout area.

Mateo:                                      08:30                       Wow. So for those who didn’t catch that, he says 11,000 a month. Yes. US. And he can’t drop weights and they’re still rocking and rolling. It is possible everyone. It is possible. That’s, that’s awesome. So okay, so then you came in with a business background. You came in knowing that, hey, this is a thing that has to exist at some point without us and it needs to make money for us and our families. So, but then what, what prompted you to, to sign up for, for mentorship in the first place?

Oskar:                                        09:04                       Yeah, so our, our original business plan, was we, we got fed up of working big corporations in where they do annual health checkups but they’re useless. So, uh, we were frustrated and we said that we’re going to target corporate market and we’ll get them on corporate health programs at the gym and then we’re just going to run the crossfit individual crossfit classes. Sort of say we switched that around but, but I will say intent from the beginning. I’m going to talk about, yeah, that as well because yeah, it’s still fairly crossfit members. They, we charged like $45 from the beginning because that was just going to be an add on revenue for us. But over time we’ve changed that. We’d raised the prices early from like 45 to 75 to 95 to 125 to 155 to 165 over five years. So it would have known from the beginning was that we were going to run a nontraditional CrossFit gym.

Oskar:                                        09:57                       We wouldn’t have started with $45 a month obviously right here. Right. So that was like where we, where we started and we knew that we were, you know, we want to run to corporate thing cause we saw there was money in it and we all thought that it was the way corporate wellness programs run were not particularly efficient. So, but at some point we kind of switched from going to corporate sites to more traditional individuals. And at some point we saw that this is not going to be a lifelong commitment because we have families, we, you know, we can’t run this, the two of us with some extra help from part time coaches that need to stay. We’ve made a commitment to our clients and to their families and our families as well. And you know, this is not gonna fly. If we don’t get external help.

Mateo:                                      10:42                       So you’re saying you, you had a strategy, you were kind of trying to land these corporate wellness deals and that wasn’t working. You started to pivot. Where you’re just not seeing the growth that you needed to see or where are you two working a lot and burning out what was the,

Oskar:                                        10:58                       I think like we weren’t working a lot with probably working on, you know, less than 40 hours a week. But we were coaching the majority of the classes. That’s the two of us. And we enjoyed that. But, and, but we were at capacity, we couldn’t really bring in more members and at some point, you know, we got kids who want to take the summers off and, and stuff like that. And we saw that, no, not when people hear that’s loss of 20 pounds or 30 pounds, you know, with people that I’ve met in the gym with was we have made a commitment to them. Even though we just have monthly memberships, we count everyone as a lifetime member, we want to improve their life throughout life. So, and we said that in the past we were running right now this is not going to be sustainable. Not for us, not for the culture, it’s not for our members and not for our, our family. So then we need an external.

Mateo:                                      11:41                       Okay, great. So I see your prices were really low. So that was a problem like your ARM was, it sounds like your, your ARM was pretty low and that was kind of an issue.

Oskar:                                        11:51                       When it comes to that, the private, we were doing pretty good cause we had some corporates that would show with pain, you know, big tickets. But when we made a pivot we had to restart it. It’s going to be easier to attract regular individuals. CrossFit here is like four or five years behind you guys. So this is like in 2014 2015 and it was just kind of like the equivalent of, you know, your 2011-2012 ish.

Mateo:                                      12:12                       Got It. Okay. And then so you signed up for mentorship and what changes did you see in your business afterwards?

Oskar:                                        12:19                       Tremendous. And we had been working for quite some time. We’ve been following Chris and, and theTwo-Brain for quite some times. So I’ve been doing some, we’ve been moved on that at some of the uh, strategies. But we were, you know, we were kind of tired of treating ourselves as corporate because we’ve came from that. So we didn’t really want to have flow charts or processes written down. We wanted to be shoot from the hip because you know, we’re tired of feeling like we wear a suit. But that’s where we kind of, you know, had to come back and our mentor first said that you have to be like Mcdonald’s or like, I don’t want to be associated with but you know, the consistency of Mcdonald’s. I can’t say that I go into it too often, but I don’t really know if I’ve ever been disappointed or pleasantly surprised. But you know what you’re going to get when you go to Mcdonald’s? So that’s really where we started. All of solidifying in, in codifying our culture. So it was pretty clear that this, the way we run our business, our systems live in, you know, our culture lives in our systems.

Mateo:                                      13:16                       I like that. Yeah, I really like that. I think, I think what you’re touching on is kind of the first lesson in the incubator. It’s the vision and values section and how that needs to be, as you said, codified and written down somewhere so that it lives in your standard operating procedures. It lives in the way in which your, your coaches do things in your gym, do the service, and then it also helps, like it helps in the long run too because if that’s not clear and written down and codified, like you said, you know it’s going to be hard to teach that to your, to your staff and to make that experience consistent. If you have a certain value or a way our brand promise for your, for your gym, you’re talking about Mcdonald’s, you need that to be written down and codified, like you said.

Mateo:                                      14:00                       So it’s consistently being expressed through every aspect of customer engagement in your, in your service. Cool. All right. So, so that, that was a big, it sounds like having someone really you back in and say, Hey, I get that you were shooting from the hip before, but you know, you know, you know, some of this stuff. So just, you know, go back. Um, so that sounds like that was a big turning point for you guys. What else? Tell me a little bit about, you mentioned this a little bit before, which is you have a commitment to your clients and your staff once you open your doors. What do you mean by that?

Oskar:                                        14:36                       I think that we have these people come together and there’s, there’s a, there’s a obviously, do you have a contractual agreement that we should deliver some kind of service, you know, thrusters and burpees and they fork over some money. But I think it’s bigger than that. And, and that’s something I’ve realized, you know, last year Chris said it’s, it’s like a silent agreement of people coming together. And our part in that is making sure that we can stay on top to deliver them thrusters and burpees, but with, but throughout life it’s going to be ups and downs, but it’s, the commitment we’ve done to these people is to improve their lives throughout. So, so they can improve their families if they’re, you know, if they have kids, do you want them to be better parents if they, you know, were helped there, inspire their parents to be, you know, get off the couch.

Oskar:                                        15:18                       So I think it’s, you know, we started us as fun saying, you know, as a business it’s cool to work out. But I think it’s, it’s, it’s far bigger than that now that this commitment that we have is something we take really seriously. And, and that’s probably, as you mentioned, the number one reason why we just can’t shoot from the hip and more consistency is very important to us. And we’ve, we are probably gonna get into move into marketing, paid marketing, paid advertising. But we’ve been very fortunate in the way paid advertising has worked for us. But it to the point where we, you know, we burnt out to be totally honest. Working too much so we were too successful. So now Karl, my business partner, is phenomenal at talking to each coach. We don’t talk about, you know, coaching their squat or you know, a metabolic pathways or something.

Oskar:                                        16:04                       We just start by talking about value. So they sit down in here for an hour, just talks about values, values, values. And so we’re kind of at the point now where if so regardless of what problem is the, the, you know, the answer is all of us, your values. Greg Glassman said, you know, the, regardless of the problem, it’s the answer. Always a squat. But for the business it’s always values. So Karl takes them through that and that’s kind of something we’re trying to iterate all the time because it’s so easy to get caught up in thrusters and burpees or, or whatever. But that’s only manifested in the way we actually deliver. A service and that’s you. Our values.

Mateo:                                      16:33                       Yeah. If you have a problem, if you have a question, you turn to your core values and it should be right there. The answer should be right there for you. Awesome. So yeah, tell me a little bit about that. How often do you check in with your coach? It sounds like, it sounds like from what you’re telling me, you know, you, you, we asked you when we sit down with our members on a regular basis have what we call goal setting sessions to check in with them. Sounds like you do that with your coaches. Tell me that. What about that, that process?

Oskar:                                        16:57                       Yeah, so, so currently we have three full time coaches and then it’s Karl and myself are also like full time you know, you don’t do anything else, you know, obviously do some mentoring and some stuff like that. But we are on the payroll and then we’ve got a GM, a nutrition coach and then we’ve got five or six part time coaches and Karl sits down to talk with the coaches like weekly on life. How do you know, how do you, how do you feel it’s going? And then I’m trying, I’ve tried to focus more on, on the coaching, so we’re trying to check in at least at least weekly on the full time coaches and then eventually going to do the same thing with our part time coaches as well. And then we continuously produce material for our coaches to train, you know, in terms of like how do we effectively coach athletes or, you know, uh, so we tried to check in with them regularly because since we have now stepped away from being the baker or the, you know, that uh, we’re not really, we don’t really have the icon problem anymore.

Oskar:                                        17:51                       We have to make sure that our coaches deliver the same kind of message and service that we did in the beginning. So it’s really important that we check in with them that to see that they are actually doing what we want them to do. I’ll check and make sure, hey, like is this, make sure that whatever their life professional goals are, that you’re still in your, what you’re offering them is still in line with that and making sure that they’re worth the amount of hours they want to work and making what the want to make. Then you’re there for the quality control.

Mateo:                                      18:21                       So tell, tell me a little bit about how do you check in on your, how do you do quality control on your coaches when they’re doing classes? How do you do that?

Oskar:                                        18:31                       So the simplest way is that what we found that works the best is if we, if we, uh, we have them record, it was set up a video camera, they record the class and then they watch it. I watch it, they write down, you know, what they think was good, what can be improved. I did the same thing. We base it on, you know, the sixth criteria is that we teach on the, the level two: the teaching, seeing, correcting, presence, attitude, group management and demonstration. And then we grade them one to 10. Doesn’t really matter where the numbers are. But then we just find something to focus on for next time and then we just keep reiterating the, the process. So I watch them coach on video cause I can’t really watch them all the time.

Mateo:                                      19:13                       Well I was going to say how many hours you spending watching videos?

Oskar:                                        19:16                       Uh, we, well I don’t know. You don’t have to watch the entire session cause if you’ve watched an entire session yeah you, you can just, you know, you know once the warmup is over, you know, when you know this technique, whatever. If you just focus on one thing, it doesn’t really matter where just find a starting spot. It’s just like where do we start? Well anywhere. So I just want to focus on one thing, see that, the improvement in that thing and then we move on to the next.

Mateo:                                      19:37                       I think what you just said is so, so valuable. I remember when I was starting work on the incubator and you’re just like I got to track all this stuff. I create all these systems and I create all these processes. And it’s like, no, just pick one thing, one metric, one thing you want to measure. And then once you’ve regularly start measuring that, then you pick the next thing and the next thing. So it’s like, yeah, let’s focus on coaches warmups. Let’s just look at that for the next two weeks and just do that. And then we’ll move on to their strength and uh, them teaching barbell stuff and then we’ll move on to the metabolic part, metabolic conditioning part. So that’s amazing. All right, cool. So you watch videos, you have them watch it, you grade it, and then you discuss and work on and then give them their, their points of points of improvement.

Mateo:                                      20:18                       That’s amazing. So, all right. And I, I think that you mentioned paid advertising. I want to bring that up because you’ve been talking about consistency of service, right? You have to deliver excellence and you have to do it every time. And I think that’s probably a big part of what’s led to your success in some of the paid advertising. Because you last year alone, you spent, you know, a little, little over 15 grand, $15,000 in ads, and you were able to generate over 200,000 in front end, just front end sales from, from these ads. So tell us a little bit about your paid advertising system and why you think you’ve been able to, to have such awesome results.

Oskar:                                        20:59                       Yeah, this has come at a cost. You know, we need to mention that as well. We’ve, we’ve very dark. At one, 200,000 in front of, you know, they should be telling you we are doing really well right now, but there were some collateral damage. There were some, we lost some good soldiers on the way. So, yeah, but if we just start where we are currently, we, yeah. So I think it told Chris that the first time I spoke to him, like you know what we try to do when we, when we get told, I get told, you know, this is way to do it. I’ll see if I can break it.

Oskar:                                        21:39                       I try to reverse engineer it and break it to improve it and cause I think I have that obligation. I think if we’d have the same thing with, with marketing as well, because we started with the traditional, you know, the, the Two-Brain marketing thing, but as quickly as I could, I tried to destroy it because I think that we’ve made a, an agreement with all the other, you know, to bring clients to try and prove it. If everybody did just keeps the same thing, it’s going to be a regression to the mean. We were not going to have exponential returns. So there’s gotta be someone, the Ad from time to time brings in something that makes that jump from like zero to one. So that’s what we’re looking for. So we’ve been toying around quite a bit with paid marketing.

Oskar:                                        22:24                       But what would come down back to is that we put together a video for a, I don’t even know if we say it’s six weeks, but we essentially take, it’s a six week program and service or your fitness program that you’re offering. You have this video, right and we’ve done really well produced materials from a good fit, you know videographer and that was doing well. But we have one that I shot and they go process like Fisheye and it looks pretty weird. And what we did in the first, we didn’t specifically say there’s going to six week and name the price, we’ll try to edit that out a few times. So it’s, it squeaks a and it’s Funky as hell, but it’s working really well. And we bring in, everybody comes in on the same front end offer. We have a picture of, you know, Facebook, it comes to the landing page.

Oskar:                                        23:09                       So you see this video that’s been chopped up a few times now, but it’s still delivering. And we even, we have the price on the website, on the landing page because we want to filter people out because you know, we don’t want anyone to come in and take time. But even though we, we market a, you know, six weeks thing at $450, only 60% actually end up buying that. We sell a lot of nutrition and personal training based on a video we produced the nice looking video for, for personal training. But this funky one, the six week thing with our prices on converts better than the other one. So, uh, I don’t think it’s anything else but pure and sheer luck that it works really well for us.

Mateo:                                      23:48                       So tell me a little bit about, so someone, someone sees this ad, they, they, they watch your video, your funky video, they inquire what happens.

Oskar:                                        23:57                       Yeah. So as I said, we, we post the prices, we didn’t do that. We will do it ike six months from now because we want to filter out people because we are our, our cost per lead, they’re really low currently they’re like $8 with a price. So we want to filter out people. So they then we put out, you know where the final one, you know, tell them what we’re looking for. We specifically say we don’t want people that just want to do the six week or the time based thing. This is a longterm commitment and then they schedule a, No-Sweat Intro and schedule and then, and then what happened? Yeah, so we obviously have lead nurture in place. However, because we’ve been down to like $4 at the beginning of the year to acquire lead and they know the price, it’s actually cost us more to nurture the leads that just wait for someone else to book and call us.

Oskar:                                        24:53                       So too many people in that for you, you’re burning money. That’s currently are, we are like teach 75 members. I, we can’t have any more group members come in. So the key would keep running the same funky video because it works so well. But we’re trying to convert people in nutrition, personal training instead cause we can’t really fit any more group people. And so you use it as like a Trojan horse. They inquire about this thing and then you’re like hey by the way I’m not going to sell you this thing. No. Like we don’t like we try to pride ourselves on not selling. We just want them to make people buy. Yeah I understand we’d say. But everything we do is from health perspective and, and we do turn away, like I’d say eight of 10 are sign up with some kind of service cause we still filter them pretty hard.

Oskar:                                        25:42                       We just save that. I want to call them up for the intro that, you know, if you’re just looking for it, you know like you know, fat burn bootcamp. There are other places that will work better than us cause we were just, you know, this is not the place for you. But we try to, we also send people to other gyms. If they live too far away from our gym, we send them other way. You know, just we want people to come to us for the right reasons.

Mateo:                                      26:03                       And tell me a little bit about that. What happens when they sit down in front of you? How does that, how does that process work?

Oskar:                                        26:09                       Yes. Well currently it’s myself and Karl that does that because we enjoy that and our coaches are pretty full with doing goal reviews and personal training and run classes etc. We’re probably going to get our GM doing sales too soon.

Oskar:                                        26:19                       So we give them a tour of a gym. We have posters, have members and we have some other things for. So we’ll show that. It’s very important for us to show that we are evidence based. So we have the 11 message system. But regardless of what you have, we talk about your measurable results. We have pictures of members, we have some, they are fit. We have one member, John is, he’s, he’s had Parkinson’s for 23 years. He rides into the gym in, his electric wheelchair and, and uh, so we then his, his doctor said two years ago that he had six months to live and he’s still rocking and rolling and doing dinner, laundry you know, attributes a lot of that to crossfit. So we kind of like him to point out that yes, there is someone here that is less fit than you are. You can probably do it.

Oskar:                                        27:02                       Then after that we sit down and we try and figure out how we can help them best. You know, we ask questions on where they’ve been. Housewives, what are they looking for and we try to find an emotional reason for them to succeed. Uh, I think it’s important because everybody says they want to lose 20 pounds. I had a woman come in recently that said, eventually we got down to, she wanted to, you know, fit in her bathing suit. And I said, why? Because she’s currently driving across town to take her kids to the pool because she doesn’t want to go to the pool right next to her because you know, she’s embarrassed to take, take her kids there. And, and obviously that makes me want to help her a lot more than someone who just want to lose 20 pounds. And I hopefully that’s going to help her put in the time and effort to lose the 20 pounds.

Mateo:                                      27:44                       I love that. And you got to, you always have to ask why and then ask why again and ask why again till you get to the real reason. That’s awesome. That’s great. So you’ve got a full time staff, you’ve got a GM coming on board, you’re going to be able to put more and more on his plate, allow him to grow and have more or allow them to grow and have more opportunity. And you are, you’re, you have a profitable business, you’re a level one staff. What do you think’s been the key to your success?

Oskar:                                        28:12                       I do think there’s a lot of luck to it. Uh, I shared that, as I said, the videos kind of funky and we currently don’t really have that many. There aren’t that many people who compete with us on what we do. And I think we are kind of unique in, in, in, uh, in our branding or what we do. We don’t really, you know, we don’t have any, you know, bloody hands on our Instagram handle or something. So I think that plays a part to it. But I also think that we are just lucky in a sense. We tried it, we tried to look at numbers, but at the same time, at some point just, you know, I like to be datadriven we talked about it a lot, you know, in terms of, I know what are our cost per leads? They currently at $8 and I know how much money we made last year and, and all that.

Oskar:                                        28:58                       And I can see what age credit eight ad creative is performing better. What picture is it? But at some point you’re like modeling randomness. There’s so many variables I don’t control. So at some point we just have to have, we have to kind of define success for ourselves. Like could something work better? Probably. But are we happy at $8? Yes. Like what happens if they are at 12? I mean, we’re still happy. Yes, if they go up 18 is maybe that’s when we start doing something. So we try not to spend, you know, to, to, uh, to try to assess too much. And in our success, in terms of marketing, I do think we are good at, at, at really showing people that we care. I think that that’s, that’s, that’s very important. And we are willing to fail. We don’t, you know, we do spend a lot of money on marketing because we’d like to play around.

Oskar:                                        29:48                       We are going to start doing more personal training as now you don’t actually test them with our, you know, to bring in people from other gyms to see if we can test them on our leveling system, to just bring them in to do personal training at us to get the levels and then pass them on to go back to their own gym. So I think, but I think we, we, we have a deep respect for each other. Karl and I and, and we both, you know, want to succeed. And I think, you know, Josh, our mentor helps us a lot. So that’s a kind of a vague answer but I don’t really want to say I don’t want to take credit for, for the success we’ve had in in marketing. We just been fortunate to spend time with you. We’ve been lucky but we keep running with it. We do spend a lot of money in marketing as well cause we’re not, we’re not willing to to to, you know, it doesn’t really matter if the, if we fail, we just keep trying.

Mateo:                                      30:33                       I’m going to ask you one more time. You don’t have to be specific with marketing, just what’s been the key to your success in general with your gym in general?

Oskar:                                        30:42                       No, I think accountability. It’s very, it’s something that it comes down to. I think we attribute a lot of success at our members to accountability and that’s the same thing in terms of for business as well. We have a board that helps us a lot. We do have tremendous help from, from our mentor, you know, from you as well and Josh, both Karl and I are mentors. Like everything we say kind of go through the mentoring filter. So it’s kind of like, imagine being married to like, you know, a shrink or something. It’s kind of, it could be quite challenging from time to time, but the accountability and having a sounding board, it’s something that that has been tremendously important and, and our success and you know, marketing, phew, phew, phew. You and John in the beginning, Josh and Chris and everyone else, like, you know, we, we, we try to help to bring in families. So we, we do what we can and if we say that we are developing something in terms of marketing, we want to do it so we can give it back. If you’re doing something to have some coaches development, we say that out loud. We’ve made a commitment.

Mateo:                                      31:48                       Awesome. So, well first of all, thank you for coming on today and thanks for chatting with us. If people want to find you, if you don’t want to talk to you, people want to hang out, where can they find you? Yeah, this is where it would probably be: if you’re for some reason would be strolling around in the streets of Stockholm then you would be around our gym. You’re more than welcome to come in. We have amazing coffee. Beautiful. Awesome. Well thank you sir and uh, uh, probably see you in June, right? That’s right man.

Speaker 5:                               32:23                       Hey everyone. Chris Cooper here. I’m really thrilled to see you this year in June in Chicago at the 2019 Two-Brain Summit. Every year we have two separate speaking tracks is one for you, the business owner and there’s one for coaches that will help them make better, longer, meaningful careers under the umbrella of your business. This year we’ve got some pretty amazing topics like the client success manager, how to change your life organizational culture or the business owner’s life cycle, how to have breaks, how to have vacations, how to help your marriage survive, owning a business motivation and leadership. How to convert more clients, how to create a GM position that runs your gym for you and leaves you free to grow your business. How to start a business owner’s group in your community and more point here is to do the right thing that will help gym owners create better businesses that will last them for the long term, get them to tinker phase, help them be more successful, create meaningful careers with their coaches and give their clients a meaningful path to longterm health. We only do one big seminar every year and that’s the two brain summit and the reason that we do that is because a big part of the benefit is getting the Two-Brain community together and and welcoming strangers into our midst and showing them how amazing gym ownership really can be. We’ll have a link to the two brain summit including a full list of all speakers and topics on both the owners and the coaches side in the show notes. I really hope to see you there.

Speaker 6:                               33:52                       As always, thank you so much for listening to this podcast. We greatly appreciate you and everyone that has subscribed to us. If you haven’t done that, please make sure you do drop a light to that episode. Share with a friend, and if you haven’t already, please write us a review and rate us on how what you think. If you hated it, let us know if you loved it even better.

Speaker 7:                               34:17                       You guys later.


This is our NEW podcast, Two-Brain Marketing, where we’ll focus on sales and digital marketing. Your host is Mateo Lopez!

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